what

• New visual identity to support updated brand promise and voice

• Implementation of the new identity system across all marketing materials

why

• Differentiate the brand from competing health plans that look and sound similar

• Simplify complex and confusing content for all audiences

how

• Color blocks organize content into smaller sections that are easily scanned

• A robust color palette stands out in the category, offers design flexibility and meets accessibility standards

• The modular design system keeps layouts dynamic and interesting