What they were up against
UnitedHealthcare (UHC) is the largest provider of health insurance in the United States with more than 120 brands. They have four main business units: Medicare & Retirement, Employer & Individual, Community & State and Optum. UHC wanted to transcend the benefits category into recognition as a top Global brand, but research revealed a barrier: consumer awareness was low across its entire brand portfolio. They needed a master brand to rally behind.
What we did to help
We knew a new brand alone wouldn’t solve UHC’s awareness problem. They needed internal and external messaging to support the change. We set a plan in motion leading into the fall open enrollment season. “Helping People Lead Healthier Lives” was our new brand promise and the banner that would unite UHC’s brand portfolio. We conducted a complete design overhaul with an aesthetic that was previously disorganized and sterile. The new system incorporated imagery that showed real people in real-life settings and expressed a friendlier side of UHC.
We created a messaging guide to provide a unified voice both internally and externally. Through live launch events held simultaneously at 129 cities, UHC employees learned more about the new brand vision and direction. An external launch followed with collateral, sales tools and video content.
Work we did:
- Identity
- Image System
- Messaging
- Sales Tools
- Experiential/Environmental
- Collateral System
What happened next.
One week after the internal launch, the new UnitedHealthcare brand debuted in the marketplace. The master brand efforts were successful, with minimized confusion, maximized efficiencies and an outpouring of support internally. Brand awareness numbers increased across the board for all business units. Yamamoto’s rebranding efforts are credited with being one of the most successful and enduring initiatives in UnitedHealthcare history.