Brand Standards

A toolkit uniting seven regions

 

Brand Evolution

Research. Test. Refine.

 

A Master Brand Strategy

Aligning offerings with audiences

Kaiser Permanente is one of the nation’s largest not-for-profit health plans, serving 9.1 million members, with headquarters in Oakland, California.

Challenge

Evolve the Kaiser Permanente brand so every region shared a consistent brand voice through targeted member and consumer communications.

Approach

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.

Result

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.

My Contributions

Research

40%

Testing the toolkit

50%

Brand Guidelines Layout

30%

Infographics

70%

Production

80%

The Brand Standards Guidelines were the culmination of 8 months of research and testing.

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Textured Color Bars

Individually created images derived from nature photography, the textured color bars add energy and movement to layouts. Used in place of the solid color bar they provide a variety of customization options.

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Typography

Avenir, Helvetica and Garamond were chosen as the brand typefaces.

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We stand for total health.

Our integrated health care delivery system and our commitment to preventive care empower our members to maximize their total health—body, mind, and spirit.

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