US Family Health Plan is a unique healthcare plan in America, available only to families of active duty military, National Guard, and Reserves, as well as to military retirees and their eligible family members.

 

When I was brought on it was clear that they needed a fundamental overhaul of the organization’s brand image. My vision was a look and feel that spoke to the authenticity of the brand’s core values: understanding the unique medical and personal needs of veterans and active duty families.

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One common challenge in this sector is that military-focused brands often rely heavily on clichéd imagery, like flags, eagles, and a patriotic palette of red, white, and blue. Quality stock art of service members and their families is very hard to find. As a result, those images that do exist are very overused.

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The solution was to create clean classic designs using beautiful typography, plain language, and photographs of our real members, not military stock art.

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Key brand attributes were selected:
 

Community: To show our local connection.

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Simplicity: To communicate complex information in a clear and unembellished way. 

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Authenticity: To reflect our understanding of the unique medical and personal needs of veterans and active duty families.
 

Making these changes transformed this brand from dull to vibrant, re-imagining it to represent US Family Health Plan’s unique place in the healthcare marketplace: being a local solution, providing access to excellent local civilian care, and having an invaluable comprehension of military families and retirees.