While our look has changed, one thing remains the same:

our commitment to protect and serve our customers

We are thrilled to unveil a fresh brand identity that marks a significant milestone in our journey toward innovation and excellence.


From the beginning, First Financial’s mission has been to simplify benefit solutions for our customers. We have always been a leader in the industry. Although our look has changed, our mission remains the same. We will continue raising the bar in benefits administration and services.


For the past 60 years, our customers have trusted us to provide them with quality benefits from trusted vendors, and we don’t plan on slowing down now. As the world evolves and our customers’ needs change along with it, we thought it was the perfect time to freshen our brand identity and keep up with those changes. Our brand is more than just a symbol or tagline – it is a narrative that encompasses our mission, vision and values to protect families and support employers.


Join us as we explore the elements of FFGA’s new brand, logo, tagline and color palette, each thoughtfully created to represent our forward-thinking ethos.

The New Logo

Our new logo is a testament to the power of simplicity. It’s a design that speaks volumes, not through complexity, but through its clean, uncluttered lines. This clean, modern design ensures visual appeal and readability, reinforcing our mission to simplify benefit solutions for our customers.


The transition from steps to a series or ascending bars symbolizes our ongoing journey or raising the bar. The fourth bar, positioned further right in the “A,” visually pledges our dedication to maintaining and enhancing our high standard of service and expertise.


The stylized “A” in our logo is more than just a letter. By removing the crossbar, we’ve accentuated the triangle shape, transforming it into an upward-pointing arrowhead. This subtle yet potent detail serves as a constant reminder that FFGA is not just maintaining its high standards but is on a relentless quest for improvement and innovation.

The Tagline

This powerful new tagline is an opportunity to refresh the brand’s messaging and communicate who we are as a business to better reflect the company’s current offerings and differentiate ourselves from competitors. It will be used throughout our marketing materials including social media, advertising and other pieces used to promote our brand. 

The Color Palette

The new color palette is a harmonious blend of tradition and innovation. We’ve transitioned from a multi-colored scheme to a monochromatic blue palette, symbolizing unity, trust and reliability. This decision was not made lightly, but with a clear vision in mind. This single-color scheme enhances our brand’s modern aesthetic and recognizability.


FFGA’s new brand, logo, tagline and color palette are more than just visual elements, they are the embodiment of our renewed promise to our customers. As we roll out our new identity, we invite you to join us on this exciting journey. With a clear vision for the future and a steadfast commitment to excellence, FFGA is not just ready for what’s next – we’re already there.


We look forward to continuing to serve our clients with the innovative solutions and exceptional service that are now visually represented in our refreshed brand. Welcome to the new FFGA – where the future is not just envisioned but achieved.

Making Benefits Simple

Serve our customers by providing responsive customer service

Innovative and dependable and have integrity

Make a difference in our customers’ lives

Pursue and achieve excellence in all aspects of business 

Learn from failures and celebrate successes

Excellent customer service

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