Providence Health Plan
Providence Health & Services has been dedicated to caring for communities across all aspects of mind, body and spirit. It’s the heart of their mission. So much so, that they championed the Pacific Northwest’s healthcare by founding multiple orphanages, hospitals, community housing and schools in the 19th century. Fast forward and Providence Health Plan was born – their own health insurance subsidiary to help extend their goal of providing accessible, compassionate care. However, while their commitment to their mission was and continues to be unwavering, they began noticing a decline of market share. The problem? A lack of clarity around core values and offering, leaving cost as the deciding factor for individuals and families.
The challenge: rebuild the brand’s connection to the community they serve.
Services
Brand Strategy
Brand Design
Brand Activation
Marketing Strategy
Integrated Campaigns
Performance Measurement
Brand Refresh
I joined the team at the finish line of the brand refresh. I even found my way onto a page in the brand guidelines. This renewed approach introduced a new kind of energy and warmth. It was accessible, purposeful, vibrant, and most importantly, human. The tone was kind and reassuring. Present and charismatic. Optimistic and Sincere. The brand was brought to life through the emotional and visual expression of their promise: “We all deserve True Health.”
Yep, that’s me.
Campaign Season
The ten-week open enrollment period is a crucial time, and an especially important season for attracting Medicare Advantage Plan members. The campaign honed in on the small and understated things that are loved by all, and while individual storylines were highlighted throughout all channels, each were distinct and creative in approach and targeting.
As lead designer on the account, I was fully emerged in the brand, art direction and design of the campaign assets. This included print, display, social, OOH and TV. Everything from direct mailers to video end cards.
Using the distinctive brand pattern and vibrant color palette, I built out a variety of flexible layouts to be used across all forms of media, along with a color direction for each line of business, to help establish consistency and individuality within communications.
The Results
“Our best enrollment period ever…”
Careese Sakagawa, CMO
+43%
Call Volume
+244%
Digital Enrollments
+318%
Website Traffic
+508%
Net New Enrollments
Brand Evolution
Align with master brand
Shortly following our brand refresh, we were called to pump the brakes. The master brand, Providence Health & Services, was pivoting to unifying the two brands visually. Whereas the original brand design for Providence Health Plan was purposefully distinct and separate, we now needed the appearance to align with the master brand as both organizations continued to expand geographically.
Master brand, Providence Health and Services
The process was comprehensive. Since I had been lead designer on the account for multiple years, I spearheaded the creative audit and visual identity updates to identify the areas where we could maintain the brand’s distinct characteristics while also aligning with the master brand.
Ultimately, through color, typography, pattern, and a couple small tweaks to the brand’s design principles, we achieved just that.
