“Piglet sidled up to Pooh from behind. ‘Pooh!’ he whispered. ‘Yes, Piglet?’ ‘Nothing,’ said Piglet, taking Pooh's paw. ‘I just wanted to be sure of you’” —A.A. Milne  

Inspiration
Our Clients

CalOptima

PROJECT:

Create and implement a Master Brand strategy

GOAL:

CalOptima recognized that it is primarily known as Orange County's Medi-Cal plan. As such, its 'lead brand' is also its least understood brand by the general public, even though it enjoys an excellent reputation among policymakers and elected officials. Therefore, CalOptima wanted to more clearly define/reposition its organizational parent brand, and create a specific brand identity for its Medi-Cal product, while continuing to support/enhance the product brands (sub-brands—Kids and OneCare).

APPROACH:

Beginning the rebranding project with CalOptima required extensive qualitative research including interviews with management, employees, physicians, community leaders and other stakeholders. Focus groups were also conducted with members and non-members across product lines. Based on the findings, a positioning statement and brand framework was developed.

CalOptima's culture is very consensus driven and collaborative, so the senior management team was intimately involved in the project. This required an intense review and analysis of each step throughout the process, ultimately enabling us to deliver a final product that was enthusiastically embraced by senior management, employees, the Board, and other stakeholders.

DELIVERABLES:

A Maser Brand strategy with a nomenclature system, redesigned logos and a new visual approach based on a new positioning and brand framework was recently completed.

This project is currently in the final stages of implementation including brand training for employees, a Brand Book (guidelines), identity package, and an updated design for their website.

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