WPP international model company Brand Union, has reimagined a brand new visible id for healthcare big Aetna, which is transitioning from being identified primarily as a medical health insurance supplier to a full-scale, consumer-focused well being companion. Working in collaboration with inventive WPP sibling company Ogilvy, Model Union developed a recent shade palette, typography in addition to pictures, icon and illustration types for the brand new Aetna marketing campaign, dubbed “You Don’t Be a part of Us, We Be a part of You.”
“This was a type of uncommon, enviable briefs from a consumer, in that it got here from an trade all of us have a powerful connection to, a few subject all of us care about, and it featured a mandate from the very best ranges of a company for actual change,” explains Model Union Govt Inventive Director, Sam Becker. “To make sure, repositioning a medical health insurance big equivalent to Aetna, as a future-oriented tech/well being firm was no straightforward activity. With a purpose to change shoppers perceptions of a model like Aetna, nearly synonymous with the insurance coverage class it sits in, required us to suppose in another way concerning the technique, the transient and even a few of our personal processes.”
The inspiration for this new design language had been two typefaces: The primary is Domaine, a “robust, evocative serif” with an editorial sensibility, employed to speak empathy and collaboration. Second, Model Union utilized Open Sans, “a hardworking digital native typeface” for use extra ceaselessly, particularly in Aetna’s suite of slated services and products. This similar pondering impressed the model’s iconography, which makes use of a more moderen, simplified shade palette.
Moreover teaming up with fellow WPP company OgilvyRED, which oversaw model technique to place Aetna as a companion on a journey to higher well being, Model Union helped create a visible template, full with imagery of candid, genuine moments to assist compel present and potential shoppers. “When contemplating the aggressive panorama, we thought broadly about manufacturers that help and encourage a fanatically loyal buyer base, contemplating surprising corporations like Nike, Apple, Capsule and Spotify,” says Becker. “As many on this rising house know, it’s not sufficient to ask folks to reside more healthy lives. You should encourage them to do it.”
Aetna VP of Enterprise Advertising and marketing is Wendy Wahl.