Evolve the Kaiser Permanente brand so every region shared a consistent brand voice through targeted member and consumer communications.
Partnering with the brand services group the design team assessed all brand elements in use and researched each region’s needs. Key tenets for collateral design and proprietary elements were created after extensive testing.
The Brand Standards guidelines streamlined application of a consistent brand image from in-house patient brochures to large campaigns. Creation of templates and a digital asset library improved consistency and made regional customization more widely accessible.
Testing the toolkit
Brand Guidelines Layout