To combat increased competition in the marketplace, Security Health Plan in Wisconsin decided to expand into new market areas. This planned growth required a rework of the brand platform for its Medicare Advantage Plan, as well as its full portfolio of offerings. Following qualitative and quantitative research, Roberts Communications developed a new brand position based around their most powerful attribute: “Always a great experience.” Internal and external communications, a new tagline and an approachable brand style helped shape a completely new image, elevating the SHP brand and supporting new business growth.

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I was part of the branding team and developed the visual standards as well as collateral, print ads, and the brand book (that helped the employees understand and get excited about the new brand and how they play a part in it), .