Whether you’re a senior shopping for Medicare or an HR director considering group plans, the health insurance marketplace is a complicated thing to navigate. That’s where Dean Health Plan stands out. As a provider-owned network, they offer the more seamless experience of a health plan integrated with the health provider.
We worked with the team at Dean Health Plan to re-engineer the brand strategy. A new brand archetype, "The Idealist," provided a clear idea of the brand’s role to consumers: envisioning a better world of health care. All we needed was a disruptive idea to make it memorable.
The health insurance market is so convoluted it can feel like everything’s upside down. For a brand offering a simpler process, that felt like the perfect metaphor.
The “upside down” visuals broke through the clutter and brought stopping power unique to the category.
