UnitedHealth Group: Employee App
My team and I partnered with our Digital Communications team and an external agency to modernize the way we communicate with employees – providing richer and more targeted content as well as providing access to tools people need to do their jobs – right in the palm of their hands.
My team was responsible for naming the app, developing the overall branding, as well as creating and executing all launch materials. Although based upon our core brand guidelines, we created a unique expression to capture our employees attention and engage them in new ways.
The fresh creative and innovative launch materials lead to over 21,000 users (10% of our integrated employees) within 24 hours. A year after launching, Sparq won a 2021 BIG Innovation Award and was recognized by the Business Intelligence Group as one of 137 products brining new ideas to life in innovative ways.
Approach: Collaborated closely with internal and external partners to determine objectives and approach. The internal team then lead all branding work while the agency focused on app development and function. Once the app was ready for release, my team concepted and executed a wide variety of launch materials across all channels.
Responsible for: Creative strategy, creative direction and cross-functional collaboration