KRISZTINA USTINOV
B2B Brand Family · Health & Insurance · Financial services · 2023 — Present
Lime Health —
Building a market,
not just a brand
From a B2C business to a B2B brand family that claimed an entirely new market category, coined a term now picked up across the UK media, built a national research programme, launched an industry think tank, and won the most respected award in UK health insurance.
🏆
Cover Excellence Award
Outstanding Health Plan
3
Brands built from scratch:
Lime Health, WoW Elite, Lime Edge
New
Market category created
Whole of Workforce Health
♦
Think tank of the UK's most influential benefits advisers
WoW
Think tank of the UK's most influential benefits advisers
6
Award finalist
categories 2025
The Brief
Not a rebrand.
A category claim.
Lime needed more than a visual refresh. The business had to reposition from a B2C health product to a credible B2B brand able to engage employers, advisers and industry stakeholders.
The deeper opportunity was clearer still: the category itself had not been properly defined. Whole of Workforce Health needed a coherent proposition, a language system, and a brand strong enough to carry it.
We didn't just enter a market. We defined one.
The Brief
Naming what the market had missed
At the centre of the workforce health challenge was a pattern employers could feel but rarely name: employees masking physical or mental ill-health while continuing to show up as if they were fine.
I led the research direction in 2025, shaped the findings, and worked with a PR agency to bring them to market through the UK Workforce Health Report, an annual national study run with Censuswide across 1,500+ participants.
Pleasanteeism
The pressure employees feel to put on a brave face at work — appearing present, capable, and fine despite physical or mental ill-health. The quiet internal decline that rarely shows up in formal data, but costs the UK economy an estimated £21 billion in lost output every year.
The term was adopted across UK HR and benefits media and continues to be referenced in workforce health discourse.
51%
UK workers hiding
illness at work 2021
69%
UK workers hiding
illness at work 2025
£21bn
Estimated annual cost
of pleasanteeism
Picked up by
Corporate Adviser | HR Magazine | Employee Benefits | The Global | Recruiter | UNLEASH | theHRD | North East Connected | London TV | Cover Magazine
The Brand Family
One mission.
Three connected brands.
With the position defined, I built a connected brand ecosystem designed to serve different audiences within the same mission.
The core B2B brand and home of Whole of Workforce Health, including brand strategy, identity, full Wix website build, HubSpot landing pages, and campaign collateral.
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UK workers hidingAn invitation-only leadership community for senior employee benefits advisers, built to support influence, credibility and industry engagement.
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A distinct proposition for enterprise audiences, with its own positioning and messaging within the wider brand system.
Across the ecosystem I shaped the strategy, messaging, design language, websites, landing pages, brochures, sales materials, animations and launch assets. End-to-end ownership, delivered in-house.
The Brief
The think tank
Building a community
to raise the standard
WoW Elite was designed as more than a networking group. It became an invitation-only leadership community for some of the UK’s most influential employee benefits advisers, created to support better thinking and stronger standards across workforce health.
I shaped the positioning, identity and engagement model, defining how it would work, who it would attract, and what role it would play in the wider brand system.
Founding members
Howden, WTW, Mercer, Aon, Ink Group — among the UK’s best-known names in employee benefits
Purpose
To support stronger industry dialogue, better data, and more practical approaches to workforce health
2025 Activity
Two member sessions held in 2025, with further activity planned
The Role
A strategic layer within the wider ecosystem, extending the brand beyond product into influence
WHAT I DID
Strategy through
hands-on delivery
This has been not a strategic role with execution handed elsewhere. I carried the work from positioning through to delivery across brand, web, content and campaign materials.
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Category and narrative development — defined the Whole of Workforce Health position and the messaging architecture around it
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Research platform and Pleasanteeism — shaped the annual Workforce Health Report, its key findings, and the term that anchored it
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Brand architecture — built the visual and verbal system for Lime Health, WoW Elite and Lime Edge
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Website and landing pages — full Wix build for Lime Health and campaign-specific HubSpot pages for broker and employer audiences
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Health Essentials app UX — contributed to interface and user experience decisions alongside developers
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WoW Elite launch — positioning, identity and engagement model for the leadership community
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Content and collateral — brochures, decks, broker materials, launch assets, animations and campaign outputs
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Paid social and digital campaigns — LinkedIn and wider digital activity supporting visibility and lead generation
THE OUTCOME
A stronger brand position.
Recognised externally.
🏆
Cover Excellence Award — Outstanding Health Plan
Winner 2024 · Six-time finalist 2025 · The most respected award in UK health insurance
This has been branding in its most purposeful form — strategy and creativity in service of something that genuinely matters. The health of the UK workforce.
The brand supported significant qualified pipeline growth within twelve months of launch. WoW Elite became a recognised and respected community within the employee benefits market. The Pleasanteeism research generated sustained national media coverage across multiple annual cycles.
The term Pleasanteeism is now part of the vocabulary of UK workforce health. It is cited by HR directors, benefits advisers, and policymakers. It appears in industry publications, conference sessions, and employer strategies. A concept that didn't exist before the research — now shaping how an entire industry thinks.
The Health Essentials app gives employees a direct route to health support, with a UX designed from first principles — not retrofitted from a template. The result is a product that works for the people using it, not just the business selling it.
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