Society of Professional Benefit Administrators

The Society of Professional Benefit Administrators (SPBA) is the largest professional society for third party administrators, or TPAs, and their service partners who administer self-funded employee benefit plans. Through SPBA, members share their experiences and insights with regulation writers and other key policy influencers, while gaining knowledge and education on how regulations and legislation impact their businesses.

Our Process

SPBA engaged Mekanic for a brand transformation project and to serve as an ongoing marketing partner through the implementation of its new brand system. Through the Kamp process, Mekanic helped SPBA explore strategic, marketing, and operational opportunities to make its internal practices and external expression more current and effective.


Mekanic developed core brand messages that position SPBA as a valuable regulatory resource for members of the profession. These messages pair with a refreshed visual identity system that brings the brand into the present and conveys its respected reputation in the regulation writing process. Mekanic continues to support SPBA’s efforts to elevate its conference experience and other member benefits.


Mekanic developed a new tagline (Advancing Self-Funded Healthcare) and a mantra (Guidance. Compliance. Confidence.) to capture both the long-term aspirations of the self-funding profession, and the tactical areas of value SPBA where provides to its members. Their analysis and insights that help members stay on top of compliance requirements and guide their clients appropriately. This mantra aligns with the triangle element of the typographic brand mark, which is reminiscent of the legacy architecture of federal buildings in Washington, DC. SPBA’s relationships and respected reputation among these federal agencies that influence healthcare policy is a critical source of value to members. By pairing a solid, legacy font with a bold and fresh color palette, SPBA’s reputation is elevated with a more contemporary presentation.