Employee Wellness Program Collateral Rebranding

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Created: 09/11/10
Last Edited: 11/28/12
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Description
A corporate Human Resources Department of a major corporation was seeking ways to reduce its healthcare costs, which exceeded $115 million in 2009, and promote better program understanding to employees to encourage participation. They knew they were in need of updating their existing health and wellness programs identity system. Over the course of many years, a majority of the collateral had an inconsistent look from piece to piece, which confused employees receiving these communications. Although the Corporate Benefits Department handled open enrollment, a health and wellness program, an employee newsletter and a few other corporate financial communications, most of these pieces were branded under individual looks. Clients wanted to recapture the attention of employees (both office and plant workers) with a brighter color palette, updated typography, and clean, easy-to-read layouts.

The project encompassed type and color palette exploration, as well as concepts for the redesign of existing employee mailers, open enrollment collateral, and wellness program communications. All future pieces will now follow this similar look and feel for consistency.

Following the roll-out in early 2009, wellness program participation increased from 9% in 2006 to 46% in 2009. Those groups who participated in the wellness program have a 7% lower annual per employee claim cost compared with the prior year. In an online satisfaction survey of employees in early 2010, 78% of employees said they feel they have a good understanding of their health benefits, up from 67% in 2006 (prior to the redesign).

Additionally, this program rebranding was the recipient of a GDUSA 2011 American Graphic Design Award.
  • Benefits program redesign, new wellness year mailer

    This was the first piece released in the series, a home mailer announcing the new wellness year start and new program look to employees.
  • Benefits program redesign, BeneBits employee newsletter

    The BeneBits newsletter is a home mailer to employees with articles related to general wellness and health plan news/information. The self-mailing newsletter was redesigned in more appealing colors with clear divisions between articles for better readability.
  • Benefits program redesign, wellness challenge pdf flyers

    As part of the wellness program, the Benefits Department regularly organized monthly wellness "challenges" in which employees would participate to earn credits towards a discount on their benefit plans. Each challenge has a different topic and to save on printing costs, a pdf flyer template was created. Each month, this pdf template is updated with the new challenge name, applicable photos, a new dominant color chosen from the color palette and is distributed via email to office workers and all HR departments.
  • Benefits program redesign, open enrollment workbook

    The FlexCHOICE program encompasses collateral related to the annual open enrollment process when employees review the available health plans and make their selections for the following year. The cornerstone of the communications is the workbook for employees, which discusses all the health plan details as well as example scenarios to aid in making a selection. Thus, a clean layout with easy-to-understand typographic hierarchy was very important.
  • Examples of other program collateral executed in this style (I provided art direction to our team of designers to maintain visual consistency with the new brand look)
  • Project created while with Saint-Gobain Creative Services. Do not reproduce without the express written consent of Kristin Dankanich.