We helped facilitate a 300% jump in new business requests.


EmblemHealth was born of the merger of health insurers GHI and HIP, regional players in New York State with long track records serving working-class New Yorkers. The company wanted to expand into the more upscale consumer and corporate sectors, but it needed to unify two very different corporate cultures.


Without company-wide cohesion and a uniting purpose, the brand of EmblemHealth was based on little more than a logo. We found that GHI and HIP were known for offering their customers the access, assurance, and attention that they craved. Based on these strengths, we created a new brand platform rooted in respect for the things that mattered most to both EmblemHealth and its audiences: community, self-sufficiency, and straightforwardness.

To complete the transformation of GHI and HIP under the EmblemHealth brand umbrella, we created a comprehensive brand architecture and naming system to organize the new brand’s services in a way customers could clearly understand. We then brought the brand to life with a compelling visual system. With these key brand assets in place, we designed and launched a new website and new tools to help both brokers and employees articulate the new brand purpose and promise. Finally, we planned a training and launch strategy for both the internal and external rollouts of the new EmblemHealth brand—a critical step to complete the merger of companies and cultures.



Proving that the whole is truly greater than the sum of its parts, EmblemHealth’s new brand rejuvenated its people, transformed its image and drove remarkable growth: a 300% jump in new business requests over the last few years. EmblemHealth’s employees are united behind a common cause and motivated by seeing leadership frame decisions through the lens of the new brand platform. With more than three million customers and counting, the organization is now a well-respected, leading insurer in the state of New York.

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