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Verbal Rebrand


Brand Direction, Creative Direction, Writing, Training

Challenge: Optum — a division of UnitedHealth Group — had for most of its existence strictly been at B2B company. And they certainly sounded like it. But now that UHG planned to make it a consumer-facing brand, Optum had to start speaking like an actual human person. Only problem was that nobody in marketing had ever done that.

Solution: A voice and tone guide designed to help marketers rediscover the joy of plain language. You'd be surprised by how wedded people were to their jargon, but we convinced them that terms like "quadruple-fold optimized action" had to go.

Result: An entire brand that sounds friendlier overall, and is easier to understand for consumers — and businesses.

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