UnitedHealthcare

 

is the nation’s largest health insurance company at $200B. We led the rebrand and digital design system.

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BRAND REFRESH

UnitedHealthcare is the nations largest health insurance provider worth over $200B. We updated the entire brand visual direction as well as parent company UnitedHealth Group. In updating the brands the goal was to create greater differentiation between the two brands and add a more contemporary and approach presence.

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BRAND GUIDELINES

We created a set of comprehensive brand guidelines to help aid content makers, marketers and vendors working with the UnitedHealth Group brand. While the logo wasn't modified in the brand refresh, we did update typography, color palette, visual design language and motif as well as iconography and photography.

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COLOR PALETTE

The past UnitedHealth Group brand had a color palette led by a dominant navy and 12 additional colors. This created a rainbow effect whenever secondary colors were used. Also there wasn't a lot of guidance in using color, so it was used sparingly. This created randomness in color usage and made it difficult for vendors and internal teams. Our solution was to reduce the amount of colors and create color pairings to help codify color use. This also aids in creating brand differentiation with UnitedHealthcare, in that the color pairings showing up together becomes more recognizable as a UnitedHealth Group piece.

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DIGITAL DESIGN SYSTEM

We also updated the entire digital design language of the brand. We wanted both offline and online to appear as one, so we created a design system that worked hand in hand. This meant creating a system that flexed in both mediums and provided solutions that allowed teams to understand how the brand can be applied. We accomplished this by creating a robust component library delivered in code that the enterprise could leverage for all digital properties. The not only assured consistency in design but also efficiency in being able to create new properties quickly.

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Skills

  • Brand Strategy
  • Brand Design
  • Brand Guidelines
  • Iconography & Illustrations
  • Photography
  • Brand Campaign
  • UI/UX Design
  • Web Development