Brand:
UnitedHealthcare
To help people live healthier lives and make the health system work better for everyone.
Mission:
Focus:
Health Equity
Fortune 500 (2024):
#4
Build the UHC brand by increasing recognition of its impact in society
Solving for:
We highlighted and demonstrated the brand’s impact on society. There was a need to evolve thinking and strategies to better align societal impact to better meet evolving target demographic.
Resulting in:
Focus, specificity and alignment
Our collaborative efforts led to specificity and alignment on what areas, demographics and regions to spotlight community engagements as a brand.
This new focus on moving a single idea forward has become a clear destination for all to see and a story that resonated with employees and consumers to ladder up over time.
Working with:
Cross-organizational leadership
We collaborated with internal brand, marketing, CSR, sponsorships, community teams, and their creative agency-of-record.
A robust playbook to deepen the brand’s impact
We delivered:
We provided a detailed brand playbook, combining citizenship analysis, focused narrative workshops, and creative concepting, to guide UHC's brand actions and purpose.
The UHC Playbook is an operational “how-to” guide for bringing their mission to life. It is being used to onboard and steer strategic and tactical decisions for different community opportunities and stakeholder groups.
