Innovative Benefit Solutions Rebrands as “Four Square”

A long-time leader in insurance brokerage and benefits management debuted a sweeping rebranding initiative this week that encompasses a new name, logo, tagline and color palette that more clearly reflects the evolution of the company.

Four Square (formerly Innovative Benefit Solutions) launched in 1998 and has evolved from a solo practice into a thriving business serving hundreds of businesses. The company specializes in creating highly customized, full-service solutions for businesses of all sizes across Delmarva and beyond.

“The ‘Four Square’ brand reflects both what we do and how we think,” said Joni Waldych, President of Four Square. “Each of the four color blocks represents a major offering – Insurance, Benefits, Management, and Solutions. Then the four blocks come together as a larger block to underscore that these services provide our clients with a total employee benefits resource; a squarely solid management package.”

Before developing the new brand, the company surveyed clients, prospects and employees to better understand their perceptions about the business and the insurance industry. Clients spoke of the company being personable – providing a customized, human touch – and of its experience in HR, benefits and insurance, citing that Waldych and her team offer valuable intelligence that gives clients confidence in their decision-making.

“That was the impetus for our new tagline, Providing business owners with peace of mind since 1998. It came from our own clients’ comments. Confidence in our abilities was consistently the main reason they said they hire us. We work really hard to make sure they can sleep well at night,” said Waldych.

The team officially introduced the new identity in a joint after-hours event with the Greater Ocean City, Salisbury Area, and Fruitland Chambers of Commerce. Among the attendees were Senator Jim Mathias; Jim Bunting, Worcester County Commission President; Bud Church, Worcester County Commissioner; as well as Dave Wooten, representing the office of Peter Franchot, Maryland Comptroller.

About Four Square

Founded in 1998, Four Square provides highly customized insurance, benefits, management and full-service solutions to businesses of all sizes. Packages consist of group health solutions, benefit management, HR and employer compliance guidance, employee communication, Individual health insurance, Medicare supplement, life and disability plans and more.  While its reach extends as far as New York, Florida and Texas, Four Square is located in Ocean City, Md., and thrives as Delmarva’s total benefits resource. For more information, please visit our new website at

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