Despite being the largest health insurer in the United States, UnitedHealthcare’s brand was virtually invisible. UnitedHealthcare was perceived as a stuffy, traditional corporation rather than the innovative and human-centered brand they are. In 2020 Turner Duckworth were tasked with modernising UnitedHealthcare’s visual identity without undermining the trust they’ve built.
I was approached by Turner Duckworth to develop the brands illustration style and to create a library of over 100 illustrations. The visual language of the U-mark serves as the DNA for a distinct illustration style and a focused approach to colour brings discipline to the design system.
The solution transformed latent brand assets into a cohesive and unmistakable visual identity system, infusing warmth and personality previously lacking in the brand.
Following the development of the illustration style I created training videos for local designers, illustrators and external partners. These formed part of a centralised digital brand hub which included the new brand assets and guidelines.
UnitedHealthcare’s inspiring new visual identity shifts brand perception from complex and corporate to simple, human, and modern. The robust toolkit of fixed and flexible design assets empowers UnitedHealthcare to build a memorable brand presence and express their full potential as the leader in health care.
UnitedHealthcare Rebrand
UnitedHealthcare, 2022
Brand illustrations
Art Direction: Turner Duckworth
UnitedHealthcare, 2022
Brand illustrations
Art Direction: Turner Duckworth