Helping an insurance company introduce a new kind of health plan in their own backyard.
Creative Lead | Associate Creative Director | Art Director | Designer
SSM Health sought to launch a new health insurance brand in St. Louis, Missouri.
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The Challenge
The Challenge
With open enrollment fast approaching, my team was tasked with creating and launching a new brand identity that was both fresh and modern, yet felt familiar and already established.
It needed to honor their current brand, without overshadowing their partner brands — namely the large healthcare system providers.
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The Solution
The Solution
To find this perfect balance, we honored SSM’s roots as the Sisters of Saint Mary by combining traditional symbols of healing to create a new form and established brand rules and standards complementary to the parent brand, many of which would later be adopted into sister brands Dean Health Plan and Prevea360.
WellFirst Health was born.
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2019 | Campaign Teaser
2019 | Campaign Teaser
There are strict guidelines surrounding the Health Insurance Marketplace. With only about two and a half months for customers to enroll, it was imperative that people were familiar with this new brand by the time open enrollment came around.
To build familiarity with the new brand, we created a teaser campaign that explicitly tied the brand to their established provider, SSM Health, while alluding to WellFirst’s innovative plan design.
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2019 | Campaign Reveal
2019 | Campaign Reveal
Upon open enrollment, we were finally able to "pull back the curtain" and reveal the new brand to the St. Louis market, showcasing its innovative aspects and encouraging groups and individuals to consider the new kid in town.
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2020 | Campaign Expands
2020 | Campaign Expands
Wellfirst Health has received multiple awards for both the brand identity and launch campaign. To further cement this “fresh and familiar” brand in a new market, future campaigns have remained true to the visual esthetic established at launch while expanding upon the brand's message and into specific product offerings.
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Honors
Honors
Healthcare Advertising Awards | 2021
Merit — Integrated Marketing Campaign
Merit — Outdoor Advertising
Merit — Integrated Marketing Campaign
Merit — Outdoor Advertising
Healthcare Digital Marketing Awards | 2020
Gold — Digital Advertising Campaign
Gold — Digital Advertising Campaign
Healthcare Advertising Awards | 2020
Gold — Logo Design
Merit — Integrated Campaign, Teaser + Reveal
Gold — Logo Design
Merit — Integrated Campaign, Teaser + Reveal
Indigo Awards | 2020
Silver — Branding
Silver — Branding
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Additional Credits
Additional Credits
Agency: SRH
srhmarketing.com
Team: Sam Hogerton (Creative Director), Betty Strigens (Copywriter), Angela Ryan (Graphic Designer), Adam Nelson (Graphic Designer), Quyen Tonnu (Graphic Designer), Mauricio Alvarez (Motion Designer)
