Helping a Florida medicare insurance brand realize their true purpose.
Helping a Florida medicare insurance brand realize their true purpose.
CarePlus
CarePlus
Corporate Rebrand
Strategy + Design.
Established in 1985, CarePlus Health Plans, a Humana brand, is one of the very few Florida-only medicare insurance providers that’s persistently achieved CMS’ 5-star rating for Medicare Advantage. Though sales remained strong from high demand, they continued to face rising competitive pressures, the emergence of cutting-edge technology products, and the shifting trends of the emerging baby boomer audience. During our analysis, we realized CarePlus possessed a unique, untapped perspective and cultural competency the world needed to know.
Corporate Rebrand
Strategy + Design.
Established in 1985, CarePlus Health Plans, a Humana brand, is one of the very few Florida-only medicare insurance providers that’s persistently achieved CMS’ 5-star rating for Medicare Advantage. Though sales remained strong from high demand, they continued to face rising competitive pressures, the emergence of cutting-edge technology products, and the shifting trends of the emerging baby boomer audience. During our analysis, we realized CarePlus possessed a unique, untapped perspective and cultural competency the world needed to know.
Overview.
Overview.
Medicare Insurance Firm
B2C Service
Healthcare Industry
Miami, Florida
Medicare Insurance Firm
B2C Service
Healthcare Industry
Miami, Florida
Client Challenges.
Low brand recognition / Increased market saturation / Rising competitive pressures / Challenged buyer perception and demand / Limited brand distribution / Limited products
Client Challenges.
Low brand recognition / Increased market saturation / Rising competitive pressures / Challenged buyer perception and demand / Limited brand distribution / Limited products
Services.
Phase One Rebrand Program: Qualitative Market Research / Full Brand Analysis / Competitive Assessment / Brand Platform Strategy / New Visual Identity + Voice / Preliminary Art Direction / Print Design, Stationery Brand Touchpoint Samples / Starter Brand Guide
Services.
Phase One Rebrand Program: Qualitative Market Research / Full Brand Analysis / Competitive Assessment / Brand Platform Strategy / New Visual Identity + Voice / Preliminary Art Direction / Print Design, Stationery Brand Touchpoint Samples / Starter Brand Guide
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Before / After.
Before / After
Visual Identity System.
Visual Identity System.
Typeface.
—
Typeface.
Color.
Color.
Inspired by mother nature herself and the state we call home.
Inspired by mother nature herself and the state we call home.
Backstory.
Backstory.
Change began from within by evaluating the different philosophies that lead CarePlus. Once we identified and developed their business value as a purposeful proposition, we realized we had to address the brand of health insurance itself — and a silent challenge amongst our senior population, the epidemic of isolation.
Baby-boomer isolation, one of the leading causes of health decline amongst seniors, was a relevant and necessary conversation that lacked attention in the market at the time. While other insurance solutions pitched the latest healthcare / self care technology products, we decided to rebrand CarePlus on the premise that great health and wellness relies on a balanced social and mental life and the role of a *loving community.* We called this “life-care,” the comprehensive, person-centered focus practiced by the compassionate that extends beyond medical care. Loneliness in the senior community lacked a prominent voice. We saw our new brand direction paired with CarePlus’ wellness programs and retail centers as the opportunity to amplify this message —while giving them a unique, untapped position in their market.
One of our main goals was to create a brand concept that embodied both meaning and the culture of our client and their audience. Beyond the proposition of life-focused care through wellness, what also made CarePlus unique was their inclusive translation to reach all Spanish-speaking people and languages. We curated colors to compliment their vibrancy and their skin tones and fonts that were Spanish and senior-friendly. Studying Latin American art and symbolism, we designed the new logo as a metaphorical apple to reflect their core educational focus in wellness. It also serves as a symbol of love, community, the apple’s meaning of health and higher knowledge (the pentagram), and their (5) star Medicare rating mission.
Change began from within by evaluating the different philosophies that lead CarePlus. Once we identified and developed their business value as a purposeful proposition, we realized we had to address the brand of health insurance itself — and a silent challenge amongst our senior population, the epidemic of isolation.
Baby-boomer isolation, one of the leading causes of health decline amongst seniors, was a relevant and necessary conversation that lacked attention in the market at the time. While other insurance solutions pitched the latest healthcare / self care technology products, we decided to rebrand CarePlus on the premise that great health and wellness relies on a balanced social and mental life and the role of a *loving community.* We called this “life-care,” the comprehensive, person-centered focus practiced by the compassionate that extends beyond medical care. Loneliness in the senior community lacked a prominent voice. We saw our new brand direction paired with CarePlus’ wellness programs and retail centers as the opportunity to amplify this message —while giving them a unique, untapped position in their market.
One of our main goals was to create a brand concept that embodied both meaning and the culture of our client and their audience. Beyond the proposition of life-focused care through wellness, what also made CarePlus unique was their inclusive translation to reach all Spanish-speaking people and languages. We curated colors to compliment their vibrancy and their skin tones and fonts that were Spanish and senior-friendly. Studying Latin American art and symbolism, we designed the new logo as a metaphorical apple to reflect their core educational focus in wellness. It also serves as a symbol of love, community, the apple’s meaning of health and higher knowledge (the pentagram), and their (5) star Medicare rating mission.
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Building brands that transcend. ©2024 Elevate Branding, Inc.
Proceed with Vision.™
© 2024 Elevate Branding, Inc.
All Rights Reserved.
Proceed with Vision.™