Medicaid-funded Health Coverage Program Branding

Client Partner:

Senior Whole Health

Leading Insurance Provider for Seniors in MA and NYS Gets New Identity

Senior Whole Health led the nation in providing affordable and innovative healthcare plans for “dual-eligibles” — people who qualify for both Medicare and Medicaid in the state of Massachusetts (and now also New York). For the program’s high-profile launch, SWH hired A Great Idea to provide numerous brand and identity solutions ranging from the tri-block logo creation to the art direction of posters, brochures, postcards, mailers, and forms.

CHALLENGE

REQUEST

RESULT

AWARD RECOGNITIONS

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I contracted [A Great Idea] to develop initial creative and work materials needed to launch and support a new company. In an extremely time intensive environment with minimal ongoing discussion, [A Great !dea] was able to translate the input he had into cohesive outputs that exemplified the initial brand of the company. Their intuitiveness and creativity were great assets during critical growth and communication stages.

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Kevin K.

VP for Sales

Ready for Day-to-Day Application

Not only was the brand needed to communicate to the consumer audience, but it had to be applied internally across the breadth of documentation required to deliver health services. A Great Idea created a comprehensive identity system that allowed SWH to roll out into the market with consistency and instant recognition.

Clear, Direct Messages

The target audience for SWH can have varying levels of communication abilities, ranging from suffering from visual impairments to being English language learners. Our approach was to present the material in clean, vibrant ways, whether presented environmentally as posters or using direct mail channels. The simplicity paired with warm, friendly portraits that resonated with the diverse audience made a powerful connection.

A Voice That Cares

The brand launch met and surpassed its goal to connect with large, eligible communities of Massachusetts This success was partially the result of creating access to materials (such as postcards) through translation into multiple languages, attention to larger type sizes, and imagery selections that spoke to the target audience.

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Frequently Asked Questions About Services Used in Medicaid-funded Health Coverage Program Branding

Why is brand identity important?

A strong brand identity makes you stand out from others, makes it easy for people to recognize you, and builds trust. It shows what you stand for, what you’re trying to do, and how you’re going about that in a way that connects with your community.

What’s the difference between UI and UX?

UI (User Interface) focuses more on the look, feel, and layout of your website. This can mean buttons, fonts, and navigation. UX (User Experience) is a bit broader and more structural, focusing on the overall experience. Think of UX as the house, the UI as the paint and the decorations. We often work on UI/UX in tandem as part of a holistic approach to website construction.

Can you work with our existing brand guidelines?

Absolutely! We tend to work within existing brand guidelines. This helps ensure your materials feel like an extension of your brand.

What is brand strategy?

Brand strategy is a long-term plan for how you want your audience to see and engage with your brand. It is the process of deciding how you show up and connect with your community and of establishing a plan for building and maintaining that brand identity over time.

What type of awareness campaigns do you handle?

We work on a wide variety of awareness campaigns! We most often work with nonprofit, community, education, and healthcare organizations. For example, we have developed campaigns for our clients on topics like social justice awareness, public health awareness, advocacy, community resource awareness, and stigma reduction.

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