Brand Voice
Established three net-new Brand Voice characters for parent brand and sub-brands and evolved Anthem's existing Brand Voice by leading client workshops
Guidelines
Led the build of four practical guidelines for Brand Voice application across multiple touch points for parent brand and sub-brands
Healthcare client | Lippincott 2022
In 2022, Anthem rebranded as Elevance Health, a parent company that would guide an ambitious vision and house established healthcare sub-brands. These include Anthem, Wellpoint and Carelon, the administrative services arm of the company that consolidates multiple businesses (pharmacy, digital platforms, behavioral health and much more).
Healthcare continually experiences changes and challenges, so net-new brands like Elevance and Carelon needed to convey trust in their respective spaces. Anthem and Wellpoint were already well-known go-to-market players, but they too needed to distinguish themselves from competitors.
Brand personalities were built for multi-faceted expression (voice, visual, motion, social, etc.) so they could resonate with distinct audiences without misaligning with the new parent brand.
Project scope
Parent company -- extension of CEO's voice and vision, speaking to individuals and organizations about long-range goals and ongoing impact
Codification of developing brand voice
Collection of multiple B2B services (pharma, behavioral, data, billing, etc.) -- speaks to providers and administrators, with an emphasis on streamlining complex processes
Net-new brand
and voice
Go-to-market insurance products for individuals and families -- speaks to a broad audience about coverage how-to's and options
Evolution of existing brand voice
Go-to-market insurance products with an emphasis on Medicaid and Medicare -- speaks to a wide range of consumers about putting quality care in reach for every individual
New voice
for existing brand
