Case Study

Renaming, Rebranding & Website

Healthcare

We worked with the health care third Party Administration (TPA) firm, Healthplans, Inc., to rename and rebrand them as HPI and create a full set of visual brand identity materials including, corporate identity, website, PowerPoint, collateral and video.

It began with the brand strategy and new name

Healthplans, Inc. is a 38 -year old New England regional TPA. Owned by Harvard Pilgrim, they aspired to build a national profile and hired RainCaste to help articulate their goals. RainCastle collaborated on the name change, conducted interviews with hpi leadership and crafted clear and differentiated messaging highlighting how hpi redefines what is possible with self-funded health plans while providing innovative self-funding strategies and customized plans.

Corporate Identity

With the new brand all about making self-funding plans easy, we utilized simple, clean letterforms, modified in a lyrical way that enhances legibility. Rather than the sharp red of the previous logo, we utilized a pale blue corporate color and soft, friendly color palette. We augmented the logo with an illustration of a dragonfly, the symbol of wisdom and transformation, which the CEO felt represented her vision for the company. The dragonfly appears informally throughout the website and other materials, as the symbol of the brand and as a guide.

Website: Visual Design Options

The website combines extensive updating of the information architecture (IA), photography that focuses on family, concise messaging, engaging color palette and a library of icons and infographics that can be repurposed for all marketing.