UnitedHealthcare Rebranding
The Challenge
Start from scratch to create a brand-new UnitedHealthcare identity, demonstrating my extensive experience in designing for the healthcare industry. Showcase my expertise across a wide range of channels and media executions, including logo design, website, product design, print, signage, and more, highlighting my ability to think strategically about how a brand extends across all touchpoints, ensuring consistency while adapting to various platforms and audiences.
Existing Logo
New Logo
The evolution of the logo
The new logo evolves UnitedHealthcare’s iconic "U" form into a symbol of transformation, subtly incorporating a leaf shape to evoke growth, well-being, and a connection to nature. This leaf detail is intentionally understated, inviting an emotional resonance within the healthcare space without being overly literal. The sharp edges of the previous logo’s mark and typography have been softened into a design that feels simple, modern, and inviting, embodying an almost elementary clarity. The new color palette introduces evolving shades of teal and green, vibrant and calming tones that reinforce the brand’s organic focus on care and approachability while maintaining its strong recognition and identity.
Visual Descriptors
Friendly
Comfortable
Personable
Organic
Confident
A fresh take on the website
The redesigned website moves away from sterile and traditional design, bringing in a fresh, clean energy. Candid, sincere lifestyle portraits highlight diversity within communities, stepping away from the generic stock photography commonly used in healthcare. The logo mark becomes a larger design element, without having to fully reveal itself.
The user experience is streamlined for simplicity, making the site easy to navigate for all demographics. Despite the wealth of information, the flow feels approachable and friendly. A prominent guided selling module on the homepage ensures users can quickly find the plans they need.
Visual Descriptors
Guided
Clean
Organized
Diverse
Lively
Steamlined
Bringing energy to print
Print materials are crucial for this brand, as the majority of information is still delivered through this medium. Ensuring the new design works seamlessly across these materials is essential. Color plays a key role in creating a clean, organized flow, guiding the reader’s attention to important details. From business cards and employee badges to brand guide covers, each piece maintains a unified, cohesive look that reinforces the overall identity. The vibrant, functional design makes every touchpoint feel fresh, approachable, and easy to navigate.
Visual Descriptors
Cohesive
Elevated
Functional
Refreshing
An intuitive mobile app
The redesigned mobile app focuses on simplicity, contrast, and user psychology to create a more pleasant experience. The clean, intuitive layout makes navigation effortless. The updated color palette helps organize information, highlight key details, and prompts users toward the actions they need to take. The overall user experience is both engaging and easy to navigate.
Signage
Out-of-home advertising brings the brand to life in the wild. Candid, lifestyle photography shines here, capturing genuine, unposed moments and celebrating diversity. The messaging is clear and concise, designed for quick readability while ensuring the brand messaging resonates with viewers.
Visual Descriptors
Concise
Relatable
Impactful
Diverse
My Role : This is 100% me.
