PG | jluistro

A pivotal impact on healthcare

The healthcare industry (employer-provided benefits) has historically been challenged with relationships being built purely on carrier negotiations and ties to individual account managers or brokers, not on company credibility. Precept was faced with the same challenges, which led to an uncertainty in client renewals. This allowed for an opportunity to break that trend after 30 years: by connecting B2B customers to the company's brand value versus simply an individual relationship. I took this opportunity to transform and position the company as a thought leader in the healthcare industry and build brand equity around the company with two objectives: crafting a company brand refresh and by creating a product brand to focus a traditionally B2B relationship onto the consumer.

This rebrand brought a more modern look to the company identity - not only visual identity, but a full creative vision for Precept Group: new perception, rebuilding brand equity, direction and targets. Since the brand name was going to be a huge part of building this brand, building recognition and searchability, we really wanted craft a logo to tell the story typographically. It was important that we were positioned by our people and the name that follows that, not just what we do.

We played around with various logo treatments, which started as a 3D model in mind where the orange met the blue to show the continuous strategy and engagement programs we provided and on the front we provided all the solutions they generally needed, while under the surface lay much more strategy, data, and expertise. The round and continuous nature of the icon represents a continuity and full customer experience, from the customer to the end user demonstrated across marketing materials, ads, branded elements, consumer-facing communications and UX/UI with a user-centric approach. The split colors represents several things: the company and the clients, where the two come together to represent a business partnership; the two solutions, consulting and administration; and solving the two major customer problems - cost savings and engagement.

A Curated Identity

Precept needed to disrupt the healthcare industry, not only in the eyes of current clients and prospects but to the end user during consumer product experiences, communications, and their own trust in their company through employer branding. This lead to a bold and strategically designed brand identity system (including logo, style guide, templates, business cards, web assets, ads and campaigns) that was different than the industry.

Concept Art - Defining the identity from B2B to end user with user-centered design in mind, which wasn't a formerly a priority

As we defined the brand, we developed sketches, concepts and treatments that would reach customers on the marketing end as well as a seamless experience all the way to the consumer. We chose a bold palette and imagery that related to how we'd want people to experience the product and help them reach their goals and could help Precept elevate its brand identity.

Brand Teaser Video

This is the internal brand launch video created to explore more of the emotional and aspirational side. The content drove the brand story and new identity reveal.

The website was refreshed to bring in the design integrity of the new identity, updated UX and responsive design to optimize the user experience and generate leads.

Interim Design

Wireframe Concept (in development)

Marketing

Targeted Lead Gen Campaign with

Anthem Blue Cross

This targeted campaign combined direct, dimensional mail, outbound and inbound call scripts, emails that resulted in 955 touches and exposure to our brand and industry expertise. The incentive-driven campaign lead to a 3.6% conversion rate by custom packaging with a speaker likeness and offer with the details inside that would also benefit in research identifying consumer benefits needs.

Amongst the first of the targeted ads and campaigns with the new brand identity. These pieces transformed from service-focused pieces to relatable stories for the audience. Digital campaigns were developed around these ads across email, banner ads and site landing pages that directed more leads to the website, a significant jump in web traffic and the highest-ever company sales.