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Medicare Rebrand

The Medicare system is complex, made of many variables, and is difficult to navigate for any average person.

 

Medicare is a national social insurance program created in 1966 that provides access to health coverage for senior citizens above 65 years of age and people with certain disabilities. Medicare provides health insurance to over 48 million Americans. 

The brief was to brand and innovate the Medicare organization and their services to make them the premier, reliable, and essential resource for health care and to design and develop a brand strategy for the system for years to come.

Read the full case study and process book here

 
 
 
 

Although Medicare is a huge government program, it has no mission statement or consistent brand guidelines. The following exploration leads to clearly defined brand guidelines, reassuring customers that they are a legitimate institution worthy of their trust. Clear brand identity ensures quality experiences for all current and future beneficiaries.

My attempt to rebrand the Medicare system positions it as a more accessible and understandable institution that places the patient’s care first.

 

NEW POSITION

Medicare is a comprehensive national insurance program that provides health coverage for senior citizens above 65 years of age and people with certain disabilities. The system aims to promote quality care for beneficiaries and makes prices of procedures public to help customers shop for the services that work best for them, keeping health care costs low and competitive. A Medicare liason is there to help you with every step.

Accessible - Affordable - Sustainable - Understandable - Supportive

 
 

 
Visual audit of government websites, money, uniforms, and architecture

Visual audit of government websites, money, uniforms, and architecture

Visual audit of Medicare websites and social media

Visual audit of Medicare websites and social media

 
 

VISUAL AUDIT

Across all platforms, Medicare has inconsistent and dated branding with a mix of color palettes and typefaces. The website and handbook have a behemoth amount of information and redundant navigation.

 
 
Based upon peer critiques, I chose three directions to experiment with. Keeping my key attributes and mission in mind, I sketched symbols with subtle references to a torch, medical cross, and the four parts of Medicare. At this stage, I kept the sketches loose to get a feel for the shapes I wanted.

Based upon peer critiques, I chose three directions to experiment with. Keeping my key attributes and mission in mind, I sketched symbols with subtle references to a torch, medical cross, and the four parts of Medicare. At this stage, I kept the sketches loose to get a feel for the shapes I wanted.

I tested my next round of symbol ideations with actual type to see which typefaces, serif or san-serif, and case suited my shapes. After experimenting with more forms, I solidified my symbols and simplified them.

I tested my next round of symbol ideations with actual type to see which typefaces, serif or san-serif, and case suited my shapes. After experimenting with more forms, I solidified my symbols and simplified them.

 
Early digitizations

Early digitizations

Color studies

Color studies

Symbol refinement. The shapes represent two pieces: the government and the health care industry coming together to support the individual who brings them together.

Symbol refinement. The shapes represent two pieces: the government and the health care industry coming together to support the individual who brings them together.

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The color palette captures the essence of the medical care field and the new Medicare experience. The colors are saturated but deep, keeping the logo approachable and corporate.

I chose the typeface Bariol to complement the logo. It is a rounded, slightly condensed typeface designed with versatility and readability in mind. It is friendly yet corporate and is legible at all sizes. The typeface reflects the new Medicare system.

 
 

 
 

APPLICATION

The next step is to apply the logo to a variety of mediums in a cohesive way, from print collateral to employee uniforms. The look and feel of Medicare must translate to multiple surfaces while maintaining the program’s values and branding guidelines. The applications must also keep the target audience in mind.

 
 
Beneficiary cards and stationery

Beneficiary cards and stationery

Stationery and statements

Stationery and statements

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Screen Shot 2017-06-20 at 10.40.22 PM.jpg
 

The new Medicare website is much simpler and begins with a straight-forward user experience. The most important features of the website are easily accessible from the home page.

 
 

The new Medicare app, My Medicare, is an easy way to make appointments, create a medication schedule on Pill Box, and stay in touch with your Medicare agent. The app can be logged in using the QR code on one’s Medicare card.

 
 

 
 

With more and more Americans reaching the age of 65, the Medicare system needs to adapt to current technology and become more financially viable to continue to exist. The new generation of senior citizens is more up to date on technology trends such as touchscreen mobile devices and need web interfaces that are easier to navigate. The health care system at large has been too profit-driven and has become inaccessible to a large population.

My attempt to rebrand the Medicare system positions it as a more accessible and understandable institution that places the patient’s care first.

 

Read the full case study and process book here

 

Laguna College of Art + Design
Corporate Identity
Professor Dana Herkelrath