Local
The health insurance industry is facing a lot of uncertainty right now but there’s a bright spot— an openness to new ways of doing things. Like: What if a health insurance company was built around the way people live, understanding the reality of their everyday to-dos and their health plan must-haves? It could be really big.
That’s the idea behind Bright Health, a Minnesota-based health insurance startup preparing to enter its first market, Colorado. Bright Health teamed with Centura Health in Colorado to blend new thinking with a trusted network of care in the state. Bright Health plans will make it easy to sign up, track spending and get answers to find the right expert care.
To help bring this idea to market, Bright Health turned to Haberman for name and brand development, as well as a consumer campaign. The agency recommended Bright as the name to quickly communicate the overall experience the company promises, and opted for vibrant and cheery hues and casual lowercase letterforms for the Bright Health mark, reinforcing the optimistic, friendly and collaborative essence of Bright’s mission – Making Healthcare Right. Together.
The brand voice complements the mark with a conversational and encouraging tone that strips away confusing healthcare jargon.
The campaign launches November 1 with print, OOH, digital, social and mobile to take advantage of Colorado’s health care exchange open enrollment period. Radio will launch after the November 8 election. The media buy targets households in Denver, Colorado Springs, and Boulder.
The campaign shows consumers Bright Health understands who they are, what they want, and how they live. Watercolor-inspired imagery reflects the interest of Coloradans—from snowboarding to gardening—and conveys how fluid and flexible Bright is to help its members feel their best. In a radio spot, they’ll be sharing information during yoga class. And yes—they are on their phones, connecting with their Bright Health Team to get the most out of their plan. The creative will pose questions that likely many consumers have wondered themselves: “A health plan for your plan?,” “Speedy health plan answers?,” and “A health plan handled with care?” all answered by the same tagline: “Bright on.”
Logo
Print
Outdoor
Brochure
Video (Click here to view)
Production Partner: Leftchannel Animation
Production Partner: Armour Photography