BRIGHT HEALTH
A new brand identity and campaign for a new model of healthcare.
THE CHALLENGE
Communicating a fresh approach to a dysfunctional marketplace.
Bright Health brought a new model to a healthcare industry that desperately needed a more patient-centric approach. Built on the idea that the relationship we have with our doctor is one of the most critical, valuable and overlooked relationships we will ever have. Bright Health offered a health plan that provides you with an unrivaled feeling of connection to your primary care provider, your care team and your wellbeing.
THE INSIGHT
Truly connected care puts the patient in the center.
The current disconnected health system makes us feel disconnected from our health. Bright Health puts their members in the center, never in the middle. Offering truly connected care. Convincing a populous that have been conditioned to expect the opposite would require a brand identity and creative approach that not only explain this new model but gave people a new way of feeling about healthcare.
THE IDEA
Finally, health insurance that revolves around you.
The resulting brand identity and integrated campaign struck a bold new tone for the industry. Optimistic, vibrant, on-the-level and humorous. With TV spots that showed a patient’s care team orbiting around them while working in unison. Lavender-scented scratch and sniff direct mailers that brought a little aroma therapy self care. And playful messaging that encouraged people to expect better from the insurance provider.
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