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
Built out four practical guidelines for Brand Voice application across multiple touch points for parent brand and sub-brands
Healthcare client | Lippincott 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).
With the healthcare industry undergoing changes and challenges almost all the time, these brands needed to connect with specific audiences in relevant, ownable ways. Net-new brands like Elevance and Carelon were tasked with establishing themselves as trusted leaders in their respective spaces -- fulfilling on promises that were distinct from Anthem and Wellpoint, already well-known go-to-market insurance companies.
Each needed a distinct brand personality to guide all forms of expression (voice, visual, motion, social, etc.) and resonate with different audiences across all brand experiences.
Parent company -- extension of CEO's voice and vision, speaking to individuals and organizations about ambitions, long-range goals and ongoing achievements
Codification of developing brand voice
Collection of multiple B2B service acquisitions (pharma, behavioral, data, billing, etc.) -- speaks to providers, hospitals and administrators with an emphasis on streamlining complex processes
Completely new
brand and voice
Go-to-market insurance products for individuals and families -- speaks to a broad audience about health coverage how-to's and health choices
Evolution of existing brand voice
Go-to-market insurance products for individuals and families with an added focus on Medicaid and Medicare -- speaks to a wide range of consumers, with an emphasis on making things simpler and friendlier
New brand voice for existing brand
