Oscar, a new created-from-scratch health plan created to be part of the Affordable Care Act in New York needed a voice, a brand positioning and a graphic identity that both introduced the plan and made an unheard of health care company seem approachable, inclusive, trustworthy and vital for a wide New York audience, particularly for young people. It also had to cut through during a time of fear and confusing and feel understandable and optimistic about the future of health care.
OSCAR BRAND MANIFESTO
We want to introduce people to the idea of great health insurance.
We want to introduce it to people who’ve never had health insurance…
And to people who’ve never had great health insurance.
We did it by making the kind of health insurance we’d want to have:
Health insurance that looks for, and finds, ways to make itself great.
By being simple.
By being thoughtful.
By being friendly.
By making it easy to find a doctor in the middle of the night.
By making it understandable.
By working in more intelligent, more helpful, more useful ways.
By doing the things we all wish health insurance would do.
All of the things we know it can do.
Making it both as human, and as intelligent, as humanly possible.
Because health insurance should act, as much as an insurance company can, like a caring and thoughtful, fellow human being.
It’s finally possible.
Hi. We’re Oscar.
Agency: Partners & Spade