Objective

Collective Health needed to communicate the value of its complex product offerings in a way that employers and members could easily understand. This was especially critical as the company’s core brand promise was to simplify the health benefits experience.

The challenge was that the health benefits space is neither straightforward nor particularly sexy, and attempts to explain what the company did often came across as convoluted, overly technical, or dry. Thus, our objective was to make it easy for people to understand the company’s product offering and how they could simplify how employers and members interacted with their health benefits.

Strategy

I led the development of a Customer and Member Journey campaign built around storytelling videos that placed real experiences at the center. The campaign combined scripted narratives based on real-life events with clear visuals to show how the products worked in practice.

To make complex topics easier to understand, we extended our new illustration system into motion. I developed a motion design system that served as a natural evolution of our broader brand system, then partnered with an animator to bring the illustrations to life.

I co-wrote scripts with our PMM team, storyboarded visuals with the brand design team, and produced animations and voiceover with our animator. This allowed us to fully and clearly articulate how employers navigate Collective Health’s products and how members could simplify their health benefit experience through a network of product offerings.

Outcome

The assets developed in this campaign instantly became Collective Health’s most effective tools for introducing the company’s value and explaining how it works. Commercial teams used the assets to show prospects what they were buying, and client success teams relied on them to help employers better understand the product offerings, and taught members how to navigate their health benefits.