This 160 year old organization needed help pivoting their mission to best serve their expanding community. In partnership with Fort West, and under the guidance of Creative Director Greg Desmond, we helped them evolve from go-it-alone “Me” focused insurance plan to we’re-all-in-this-together “We” inclusive caring community. Based on the success of this brand guide, I have been brought on to expand this foundational work and help execute the plan we developed.

DIGGING DEEP, WE DISCOVERED THAT PEOPLE
ARE LOOKING FOR A COMMUNITY APPROACH TO HEALTH.
WHO BETTER TO LEAD THAN A GEORGE BAILEY-ESQUE CHARACTER.

NEXT, WE DEVELOPED A DESK GUIDE TO SHOW ANYONE
WRITING ON BEHALF OF PHP HOW TO CAPTURE THE SPIRIT OF COMMUNICATION WE WE’RE TAKING.

FROM THIS FOUNDATION WE STARTED TO BIRTH ALL THE WAYS THE PHP BRAND LIVES IN THE WORLD. AFTER CREATING SEARCH ADS, WE DEVELOPED A LIBRARY OF IMAGES AND VIDEOS THAT COULD BE USED GLOBALLY FOR AN ENTIRE YEAR.

THE MEDICARE MARKET IS ESSENTIAL TO PHP BUT HIGHLY COMPETITIVE. WE UPDATED THEIR PROMOTIONAL MATERIALS TO REFLECT THEIR NEW APPROACH.

SCOPE:
AUDIT/DISCOVERY, VOICE STRATEGY, BRAND PERSONALITY DEVELOPMENT,
VOICE & TONE GUIDELINES, COPY WRITING, CLIENT PRESENTATION, ASSET DEVELOPMENT