Objectives: Evolve current and develop new brand content to amplify the Optum identity and story.
Endorsed print and electronic ads were once confined to a logo and a "proud sponsor" copy and paste. Requests were last minute and deadlines were sometimes same day. It was a process that dictated brand awareness by default.
I was able to re-design formats while pushing for the use of more relevant visuals and text. Sign-off on pithy and engaging words and pictures was challenging, but in time we were able to construct and socialize a more disciplined and compelling approach.
The evolution of optum.com was an opportunity to re-evaluate templates, the image and icon library, and brand guidelines chapters.
A partial list of accomplishments:
• A robust and beautiful library of proprietary images photographed by Sarah Rubinstein and produced by Sally Mars. I love them both.
• Redesigned infographics and iconography: My goal was to create a simple structure so designers could maintain consistency. This structure allowed icons to function in multiple applications, from software applications to PowerPoint presentations, signage and wall graphics – in black and white, and with translucent colors.
• Standards and brand stewardship to guide internal and external partners around infographics, motion graphics, animation, character design, and video.
• Creative and design direction for optum.com 1.0, 2.0, 3.0, the optum blog, and optum.com/labs.
Special thanks to the wonderful people in Optum Marketing for their patience, support and hard work, and to the talents of everyone at TILT Motion.
Appreciative shout-outs to external partners:
Art Partners, Art Force, BDD, BI Worldwide, Kruskopf & Company, Media Loft, Bolster, Sarah Rubenstein Photography, and JamminGrooves.