A new health services brand


As part of UnitedHealth Group — this leading $30 billion health services company had a confusing brand portfolio built through acquisition, it lacked a strong single brand, and a robust brand architecture to drive customer value and company growth.

We simplified their architecture to drive growth from a single master brand strategy, then created and brought to life the Optum brand and positioning through employee engagement, new visual expression, and a branded customer experience.

Work created while Helen Keyes was at Prophet.
Optum working style guide

Optum working style guide

Optum — performance
Optum — building sign