National healthcare rebrand rollout.
Optum VVIS
In 2021, despite the absence of a finalized brand toolkit, our team led the initiative of transitioning from Optum’s legacy “kite” logo to the new VVIS visual identity across 1,500+ marketing materials for the CA region. This required close collaboration with national and regional teams to ensure consistency amid evolving brand guidelines.
Our role
Our strategy involved interpreting evolving guidelines and applying them to maintain brand consistency. We also ideated and executed designs aligned with the new brand identity, contributing to its visual narrative with creative ingenuity and strategic foresight. We worked with regional and national stakeholders to refine a workflow for understanding the marketing needs of our local teams and reviewing design evolutions with national stakeholders for approval.
Impact
Our efforts led to a seamless transition to the new VVIS visual identity across all marketing touchpoints. It was also achieved under tight timelines and without a complete brand toolkit. This showcased our ability to provide comprehensive branding solutions in challenging circumstances, reinforcing our role as a key partner in Optum’s rebranding.
