Preferred Care

Situation
Preferred Care is a rapidly growing not-for-profit Health Maintenance Organization (HMO) that provides health care coverage to individuals and families through a variety of plans. In 2003, Preferred Care completed a new branding effort involving logo redesign and brand mapping of target messages against its various audiences.

Challenge
Articulate the new brand consistently in a family of collateral materials, while continuing to reflect the unique issues and content appropriate to each audience, such as seniors and business owners.

Solution
K2 initiated a design planning process that resulted in the development of a design system including typefaces, a color palette, and design grid applicable to a family of 14 newsletters and other literature, bringing a unified graphic identity to a broad range of tactics.

Results
Preferred Care continued to gain market share in 2003 with over 260,000 members by year-end, an increase of 8%.