Creative Direction, Writing, Training
Challenge: How do we design an email format that reflects the new Optum brand’s commitment to clarity, while explaining it in a way that employees within the company can understand, both in how to use it and why they’re using it?
Solution: Follow the new Optum brand’s commitment to clarity, duh.
Result: A clear, concise guide to building eCRM messages that are as clear for internal audiences as they are external. The upshot here was that Optum employees saw how this new brand benefits them in their work — not to mention that it got us out of having to review every single email that came out of the place.