As part of United Healthcare's rebrand we were tasked with developing their illustration style, creating a suite of over 50 illustrations and tutorials for their local agencies.
The brief  Illustration is a useful tool for communicating sensitive topics and conveying complex or abstract ideas. Our brand principles — Simply smart, Human kind and With a twist — guide what we say and how we say it. We use plain, straightforward language balanced with a warm, welcoming tone. Health care is complicated — our language shouldn’t be. If it doesn’t add, take it away.
The brief was to modernize UnitedHealthcare’s visual identity system without undermining the trust they’ve built.
What we did. Inspired by the U-mark, our bold graphic illustration style conveys complex messages in a simple and approachable way. We are a blue and white brand with accents of bright blue, gold and orange. The visual language of the U-mark serves as the DNA for a distinct iconography and illustration style.
Our visual identity is seen across all of our digital spaces with particular attention to accessibility for all. Advertising, digital, marketing.
Illustration use can range from a primary storytelling device to a supportive element within a layout. cohesive and unmistakable visual identity system, infusing warmth and personality previously lacking in the brand
Created a library of 50 illustrations.
Video tutorials for the local agencies to allow future illustrations to be created
Motion graphics bring our visual identity to life and enhance our content in video

Our voice and tone are approachable, human and easy to understand
Health care is complicated — our language shouldn’t be. Use plain, straightforward language balanced with a warm, welcoming tone.

Our personality shines through wherever we show up in the world
Caring
Committed
Sincere
Visionary
Art Direction by Turner Duckworth​​​​​​​