Humana
Identity
Visual Systems
Spirit of service
Humana has made the transition from its early beginning as a nursing home operator to America’s largest hospital company to its current business of providing health insurance and related-specialty products. Humana is a recognized leader in the areas of innovative wellness and chronic disease intervention programs for its members and its use of Internet technology to streamline its operations and to make doing business with Humana easier, simpler and more satisfying for all its customers.
Challenges
The company shifted its focus to health benefits and managed care plans through the acquisition of Employers Health and needed a communications strategy and new symbol to create greater awareness of its new direction and to build enthusiasm and support from employees
Actions
Conducted extensive research to understand current perceptions of Humana among its external audiences and internal research to determine understanding of the company’s new vision and mission
Developed a positioning statement and image attributes to drive communications and design development
Created a new visual identity centered on a heroic figure with outstretched arms to signal Humana’s business transition and its emergence as an innovative, responsive, service organization
Developed a new visual system and a plan that launched the new identity to more than 18,000 employee-associates at 154 separate, simultaneously orchestrated ceremonies at Humana sites across the country to build unity and a focus on the new vision