User, meet our new brand! Key to this project was bringing a new way of looking at healthcare for HealthFirst. Working collaboaratively with a partner agency developing new branding, our guiding principle was to help users understand they can go from “at least they have their health” to the “ability to own their health.” For the client, our work blended a nuanced lifestyle approach with function to accomplish user tasks in a way that eased emotional angst.

Starting off the engagement, we orchestrating a stakeholder workshop focusing on the business and functional priorities as well as stakeholder mapping. Quickly following was a robust prioritization session to bring together user and health system priorities. But adding some key impact beyond just the “mockup” from the new brand guide is what really made the client fall in love.
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