In March 2014, CVS Caremark announced it was becoming the first pharmacy to take tobacco completely out of stores, potentially sacrificing nearly $2 billion in annual sales. The company had already become the largest pharmacy health services provider in the United States, driven by the singular purpose of helping people on their path to better health.
Now, using tobacco removal as a springboard, it was ready to introduce itself as CVS Health with a fresh look and feel that would unite the company’s four business units—CVS/pharmacy, CVS/specialty, CVS/minuteclinic and CVS/caremark—for the first time. By repositioning itself as a pharmacy innovation company under one enterprise brand, it could tell a bigger, more connected story.
Working closely with the company’s newly established enterprise brand team, we embarked on a five-month engagement to create visual and verbal assets that would distinguish CVS Health and how it’s shaping the future of health care.
To tell the brand story in an authentic and compelling voice, we developed the brand’s personality—“Leading with heart”—and created guidance to ensure that a credible, confident and caring tone was expressed consistently across touchpoints. From there, we developed the language for describing the role of CVS Health to investors, clients, members and patients.
Inspired by the company’s purpose, we designed a new logo called the CVS Health Heart—a bold, sophisticated and universal symbol that represents the company’s values: integrity, caring, collaboration, innovation and accountability. To represent various health and life stages and business situations, we developed a new color palette. We also created a library of icons and illustrations for visual levity and to help simplify complex or abstract ideas.
Despite sacrificing $2 billion in tobacco sales, CVS Health enjoyed a 5.5% year-over-year bump in same-store sales and a 22% increase in pharmacy services revenue in the months following the rebrand. In 2015, the company won PR Week’s Corporate Branding Campaign of the Year. Today, we’re continuing to help CVS Health implement the new enterprise brand across all its business units.