Brand:

UnitedHealthcare

To help people live healthier lives and make the health system work better for everyone.

Mission:

Focus:

Health Equity

Fortune 500 (2025):

A group of twelve diverse people standing in front of a United Healthcare booth at an event, all wearing blue T-shirts with the slogan 'There for what matters' and jeans.

#4

Build the UHC brand by increasing recognition of its impact in society

Solving for:

We highlighted and demonstrated the brand’s impact on society. There was a need to evolve thinking and strategies to better align societal impact to better meet evolving target demographic.

Resulting in:

Focus, specificity and alignment

Our collaborative efforts led to specificity and alignment on what areas, demographics and regions to spotlight community engagements as a brand.

This new focus on moving a single idea forward has become a clear destination for all to see and a story that resonated with employees and consumers to ladder up over time.

Working with:

Cross-organizational leadership

We collaborated with internal brand, marketing, CSR, sponsorships, community teams, and their creative agency-of-record.

A robust playbook to deepen the brand’s impact

We delivered:

We provided a detailed brand playbook, combining citizenship analysis, focused narrative workshops, and creative concepting, to guide UHC's brand actions and purpose.

The UHC Playbook is an operational “how-to” guide for bringing their mission to life. It is being used to onboard and steer strategic and tactical decisions for different community opportunities and stakeholder groups.

Diagram showing that successful brands have a focus on mission, with targeted actions coming to life through who, where, and what, and differentiation being achieved through approach and how.