Objective

Collective Health’s marketing team needed a way to communicate complex concepts in the health benefits space and details about its product offerings. Our objective was to create a visual language that was more modular than photography and more accessible than copy.

Strategy

As a health-tech company, the great challenge of expressing the brand was often how to balance a sense of empathy and technical savvy.  To strike this balance and ensure an illustration system was a seamless extension of the existing brand personality, we partnered with an illustrator to develop a style that used hand-crafted line work that still felt clean and structured.

The compositions were designed to be simple but meaningful, avoiding anything cartoonish. This approach made it possible to explain complex processes and product offerings in a way that was clear, approachable, and human—aligning with the overarching brand identity.

Outcome

The illustration system became an essential element of Collective Health’s brand toolkit, expanding it’s ability to express personality and communicate.

It equipped the brand marketing team with a consistent and recognizable way to communicate complex ideas, while maintaining a cohesive visual voice with the existing brand. The illustrations were also adopted by the Product Design team and became features of the actual products. The system continues to be used widely across all marketing collateral, reinforcing the brand’s clarity, humanity, and trustworthiness in a scalable medium.