Making Healthcare Work Better
Premera is engaged in a multiyear commitment to making and inspiring change in the complex industry of healthcare—and Phinney Bischoff has been working right alongside them to help shape and share their message. While many health insurers promote healthy living, Premera is actively tackling the realities of a broken healthcare system. Care is too expensive, people often can’t get the care needed, or receive care they don’t need. Premera is changing from the inside out, with a goal to make a real difference in their members’ lives.
A Purpose to Inspire
Across all our projects, Premera has embraced the value of research to inform their business strategy as well as our brand strategy and creative decisions. We used insights from extensive audits, focus groups and executive and senior leadership interviews to help form the foundation of their strategic plan.
We then collaborated with leadership to turn those insights into solutions that would galvanize action. Premera’s new purpose and values, coupled with our brand essence of Passionate Advocate, became the touchstone for company-wide decision making and the inspiration for our creative expression.
Redefining the Premera Brand
Building on the company’s renewed purpose, we sought to define how Premera shows up for its members. After in-depth analysis of the competitive landscape, we explored a variety of found imagery, color palettes and phrases to test key concepts about healthcare and Premera’s market position. To narrow these concepts, we collaborated with Premera’s research team to test and validate with consumer focus groups.
Photography
We developed a journalistic style that captures the joy and sense of relief experienced in the lives of Premera customers. The black and white hero portraits are supported by full-color lifestyle photography that feels authentic and unguarded.
Messaging as a Meaningful Journey
We developed a journalistic style that captures the joy and sense of relief experienced in the lives of Premera customers. The black and white hero portraits are supported by full-color lifestyle photography that feels authentic and unguarded.