EmblemHealth
TAKING HEALTHCARE PERSONALLY
Brand identity system to rejuvenate a well-respected, leading insurer in the state of New York.
Brand identity
Publication design
EmblemHealth was born of a merger of health insurers GHI and HIP, regional players in New York State with long track records serving working-class New Yorkers. The company wanted to expand into the more upscale consumer and corporate sectors and unify two very different corporate cultures.
The strategy was based on the things that mattered most to both the company and its audiences. The brand was brought to life with a compelling visual system and tools to help brokers and employees articulate the new brand's purpose and promise. A training and launch strategy was planned for both internal and external rollouts of the new brand.
The new brand rejuvenated its people, transformed its image, and drove remarkable growth: a 300% jump in new business requests. With more than three million customers and counting, the organization is now a well-respected, leading insurer in the state of New York.
