Optum brand building
Optum is a known B2B entity, providing health and wellness services to companies around the country as part of the United Healthcare benefits plan. But they are not a known B2C entity. Which meant that the people they covered didn't know who Optum was. Optum wanted to change that.
Increase consumer brand awareness.
Define Optum as an ingredient brand
Translate the value proposition into human language that makes sense to people, not just scientists
Educate consumers with health and wellness tips
Speak to consumers in a simple, human, and clear tone of voice
Empower consumers to take control of their health
I functioned as the creative director for copy. This included pitching to win the agency of record business for Optum, refining the brand identity plus voice and tone, and also concepting and executing print and digital campaigns.