One of my first assignments at UnitedHealth Group was to work closely with the marketing team and external agency partners to refresh and elevate the UnitedHealth Group brand. Our aim was to establish new brand guidelines to inform and direct creation of consistent marketing and communications materials, while transforming the legacy assets into a modern, visually identifiable and ownable brand. We developed comprehensive new guidelines including design look and feel, voice and tone, redefined photo and video approaches, and digital design guidance.
To further enable this ownable brand system, I lead the development and maintenance of custom photo and video asset libraries, adding nearly 2,000 proprietary photo assets to our collection in 2019 alone.
Approach: Collaborated with marketing leads and external agency partners to evolve the UnitedHealth Group brand.
Responsible for: Creative direction; agency collaboration; photo strategy; brand guidance; brand maintenance and evolution
