Building Champions Among Us
Senior Designer: Carol Ehreth
Copywriter: Abby Mackinnon
In the wake of a pandemic that reshaped our world, alongside persistent health crises and glaring inequities, the notion of personal health has transcended its individual realm to become a shared community concern.
Wellmark came to us where the urgency of progress now calls for a grassroots reimagining. As we emerge from unprecedented challenges, we wanted to turn the focus of the design system to towns and neighborhoods, where tangible change must take root. It's a collective rallying cry to shift from passive commitments to active advancements, weaving a tapestry of well-being that interconnects every individual, every family, and every corner of our communities.
Champion The Community
With this project we wanted to really focus on keeping it local feeling to the communities using this health service. I learned how to infuse that within the new brand system. For example, through the typography, photography, and even the small nuances of recognizing the state colors.
What I Learned
A System Guided by Accessibility
Type and color must be ownable but also pass a higher standard of ADA compliance for digital. Because Wellmark serves different ages of audience, we wanted to make sure the information we provided is legible and accessible.
Don’t Just Talk About Local - Be About It
Infuse local foundry houses, photographers and illustrators to truly embed makers Iowa and South Dakota in the brand.