MEDICARE REBRAND CORPORATE IDENTITY GUIDELINES
© RICARDO IMPERIAL | 2014
TABLE OF CONTENTS
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Introduction Mission Statement | Problems Research Visual Audit | Perception Analysis Personal Observations Style Board Products | Competition | Success and Failure Brand Development Mind Mapping Diagnosis | Values | Demographic | Products And Services Symbol Development Digital Refinements Type Development Final Logo | Alternates | Color Palette Application Development Transportation, Signage, Outdoor Advertisement Apparel | Promotional Products Website Mobile App Stationary System | Mediculture Card Conclusion Final Solution
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INTRODUCTION Brand and innovate Medicare, including their products and services, in order to make them the premier and essential resource to it’s specified demographic. Design and develop a brand strategy for the product and service offerings.
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INTRODUCTION | MEDICARE IDENTITY
MISSION STATEMENT + STRATEGY
MISSION STATEMENT A federal social insurance program under the Department of Health and Human Services (HHS), Medicare (established in 1965) provides healthcare coverage for people over 65. The program was expanded in 1972 to include people under 65 with permanent disabilities. Most Americans are entitled to basic coverage under Medicare if they or their spouse have contributed payroll taxes for more than 10 years. Along with Medicaid, Medicare is administered by the Centers for Medicare & Medicaid Services (CMS), an HHS division, and is financed by payroll taxes, FICA and the Self Employment Contributions Act of 1954. Medicare currently covers more than 40 million people, but with significant coverage gaps—in vision, dental and long-term care.
“Medicare was established in 1965 to provide healthcare coverage for people over 65.”
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PROBLEMS After talking to the beneficiaries of Medicare, there is a common theme; the system is confusing and the website platform is not user intuitive. The services are helpful for many, but the navigation and display of information lack a simple display. In addition to the web, some beneficiaries see Medicare as a stereotype for old age, yet with today’s medicine and technology, people age 65 are active and in great health. This label creates self-doubt and even anxiety towards Medicare and it’s beneficiaries. By removing stereotypes, this will bring more people to receiving government healthcare. No labeled age limit, no socialist views, and no more confusing web content.
• Confusing • Lacks intuitive display • Creates Stereotypes • Creates self-doubt • Creates Anxiety
“Some beneficiaries see Medicare as a stereotype for old age, yet with today’s medicine and technology, people of age 65 are active and have great health.”
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RESEARCH Medicare was established in 1965. It is one of the leading providers of healthcare in America. In order to rethink Medicare, a great amount of immerse research was conducted to create the new face of Medicare.
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RESEARCH | MEDICARE IDENTITY
VISUAL AUDIT + ANALYSIS OF PERCEPTION
WEB ANALYSIS The research began with an intensive review of their website which pointed out many communicational flaws. • Information was redundant. • A cohesive design was void. • Multiple links made it confusing to navigate. • Compacted information is hard for seniors to read. • Lack of language options feels discriminating. • User interface was uninviting and had a depressing feel.
“User interface was uninviting and had a depressing feel.”
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ARTICLE + VIDEO ANALYSIS Article and video research was conducted to see how people perceive Medicare. Flaws were just as present. • Hospitals also show a misuse of spending funds: • Beneficiaries undergo unnecessary surgeries. • Medical Supplies are expire and are thrown out. • 65 year olds are still very active and dislike stereotypes. • Medicare’s fraud equals a lifetime of 1 million middle class seniors. • Medicare would be the 20th largest economy in the world if it were a country.
“Medicare’s fraud is equal to the lifetime of 1 million middle class seniors.”
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RESEARCH | MEDICARE IDENTITY
PERSONAL OBSERVATION
GOVERNMENT SUCCESS + FAILURE Site
Success
Failure
1. Has a trustworthy feel to the page 2. Type is continuous 3. Color pallet is continuous 4. Side navigation is clear easy to navigate 5. Layout contains a very organized grid.
1. Color pallet looks static. 2. Links on bottom page are tiny. 3. Some photos don’t relate to the topic 4. Doesn’t integrate social media 5. Can’t share via email or social media
1. Has a high-quality look 2. Good organization of information 3. Graphics display a continuous design. 4. Up to date with social media 5. Typography works well with the design.
1. Side navigation is “floating” 2. Some articles don’t allow sharing 3. Photos don’t relate to topic discussed
1. Up to date with social media 2. Graphics are well designed (icons) 3. Intuitive UI 4. Articles/information easily sharable. 5. Good organization of information.
1. Color pallet isn’t quite continuous 2. Too many links redirect to other sites 3. Logo isn’t fully legible
1. Website contains trending graphics 2. Typography feels united 3. Color pallet works perfectly. 4. Articles & information easily sharable 5. Intuitive UI
1. Lacking photos of clients/people 2. The FAQs are a bit hidden
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NON-GOVERNMENT SUCCESS + FAILURE Site
Success 1. Clean and bright, very friendly looking. 2. Navigation is straightforward and information is easy to find. 3. Color pallet evokes a sense of health and security. 4. Content is very organized 5. A sense of emotional connection to doctors and employees with the use of photos. 6. Offers a wide-array of free classes (beneficial, trustworthy, and helpful) 7. Provides a mobile app. Failure 1. Drop-down menu links seem a bit overwhelming. 2. Directional map is illegible for older patients, it also neglects showing a way to enlarge it. 3. Hours of operation are not easily retrievable. 4. English and Spanish are the only language options. Success 1. Bright colors along with photos of smiling people convey happiness, health, and trustworthy. 2. Typography (Gotham) and design is current 3. Provides very informative health plans based off of a thorough evaluation test. 4. Provides a large array of international languages. Failure 1. Typefaces are bold and point sizes are small, making the content somewhat unreadable. 2. Hierarchy is a bit confusing 3. Organization seems scattered 4. Information description of plans is overwhelming 5. Text is unreadable in certain areas
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RESEARCH | MEDICARE IDENTITY
ADVERTISEMENTS Serif fonts, warm colors, and minimal verbiage in the examples above display a serious tone. At the same time, smiles, graffiti, and witty catch phrases achieve a contrast in moods.
STYLE BOARD
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WEB/GRAPHIC DESIGN
ARCHITECTURE
STYLE
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RESEARCH | MEDICARE IDENTITY
PRODUCTS | COMPETITION | SUCCESS AND FAILURE
MEDICARE’S SERVICES
A
PLAN A
B
PLAN B
C
PLAN C
D
PLAN D
Hospital Insurance
Medical Insurance
Advantage Plan
Prescription Drug
Covers inpatient hospital stays, care in a skilled nursing facility, hospice care, and some home health care.
Covers a certain amount of doctors’ services, outpatient care, medical supplies, and preventive services.
Offered by a private company that contracts with Medicare to provide you with Part A and Part B benefits.
Adds prescription coverage, some Medicare Cost Plans, Medicare Private-Fee-forService Plans, and Medicare Medical Savings Account.
COMPETITION Medicare is the federal health insurance program for people who are 65 or older, certain younger people with disabilities, and people with End-Stage Renal Disease (permanent kidney failure requiring dialysis or a transplant. The plans are offered by insurance companies and other private companies approved by Medicare.
“Medicare is the federal health insurance program for people who are 65 or older, and for younger people with disabilities.”
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SUCCESS Medicare is good because it can help lower prescription cost, in home health care, doctor visits. Medicare is good because it allows families of meager income the advantage of obtaining medical care for themselves and other members of their family. • Lowers prescrition costs • Helps low income families • Keeps loves ones healthy
“allows families of meager income the advantage of obtaining medical care.”
FAILURE Former Times reporter, Jane Gross, says that Medicare’s central flaw is that the program pays for unnecessary care while failing to cover “what is actually useful” to the elderly, like extended care. For example, Gross lists several procedures that are rarely beneficial and possibly harmful—but which are covered by Medicare. • Pays for unnecessary care • Information is easily confused • Fraud is very common
“the program pays for unnecessary care while failing to cover what is actually useful.”
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BRAND STRATEGY Comprehensive mind maps were created in order to understand what Medicare’s look and values should contain. These mind maps help shape the final product of the new look and feel of Medicare.
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BRAND STRATEGY | MEDICARE IDENTITY
Package Well-Informed Diverse Bills Legibility
MIND MAPPING
PLANS
HOSPITALS
Trust Secure Holding Bridge Harness
DEPENDANT
Trust Sterile Nurse Cold Doctors
INSURANCE Payments Bills Cost Help Low-Income
MONEY
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White Germ-Free Clean Cold Gloves
STERILE
ACTIVE
Healthy Happiness Walking Exercise Vigor
HEALTH Pills Cautious Schedule Prescription Assistance
MEDICINE
DEMOGRAPHIC
Seniors Limited Disabled Family Children
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BRAND STRATEGY | MEDICARE IDENTITY
DIAGNOSIS | VALUES | DEMOGRAPHIC | PRODUCTS AND SERVICES
SOLUTION The current state of Medicare’s persona is constantly under dispute because of its beneficiary’s confusion and hospital’s common misuse of money. To gain trust for its users, a more transparent experience is essential in creating the trust and assistance that people want from federal government healthcare. The divers users of Medicare and the soon to be beneficiaries need trust and satisfaction
Mediculture, Spending Summaries, Transparency
in order to be content with their choices in health insurance. Contentment and trust will be established through displaying more organized information that is clear. Web platform will be more user
NEW VALUES
intuitive and will include a summary of government and hospital spendings. Uniting Medicare, Medicaid, Medigap, and MediCal into one go-to location will decrease confusion and increase transparency to the beneficiaries of government healthcare. With use of one simple healthcare system, we will rename the healthcare departments to Mediculture. Mediculture, transparency, and spending summaries are the solution to fixing these flaws, which will provide the assistance that beneficiaries need.
• Value transparency over privacy. • Value support over neglect. • Value trust rather than doubt. • We assist people in every way possible. • We strive for satisfaction of the people.
“Uniting Medicare, Medicaid, Medigap, and MediCal into one go-to location will decrease confusion and increase transparency to its beneficiaries”
RICARDO IMPERIAL | 2014
NEW PRODUCTS + SERVICES
TARGET
• Medi-Plan: This service starts with a questionnaire to illustrate a view of the beneficiaries position and the plan that is perfect for them or their family.
With the union of all government healthcare departments, this opens up the demographic to a wider variety of patrons: all who receive some type of government healthcare to no healthcare at all.
• Transparent display of plans, prices, and small print.
GROUP
• Mediculture phone app to take care of billing, and other website content, at the convenience of your fingertips. The app also feature a life alert function. • Polls and forums to help get a better view of the beneficiary’s issues and concerns with Mediculture. • Spending Summaries to display the exact money spending of the government and the hospitals. • 24/7 Video Chatting will help the user’s questions get answered promptly a effortlessly. • Diverse Language Selections will accommodate user’s of other nationalities. • Mediculture Handbook Search will be an easier way to get the questions and concerns answered when phone or video chatting is not necessary.
Seniors, Middle Aged, Families, Singles, Low Income
HEALTH STATE Perfect health - Terminally ill
AGE 18+
LOCATION The target demographic reside in two locations: busy urban cities, where large families flourish and sickness is more susceptible and other locations of the demographic will be in parts of suburban parts of America since they all use healthcare insurance and need providers just as much as people of the urban areas.
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BRAND STRATEGY | MEDICARE IDENTITY
SKETCH VARIATION
SYMBOL DEVELOPMENT
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BRAND STRATEGY | MEDICARE IDENTITY
DIGITAL REFINEMENTS
DIGITAL SYMBOL VARIATION After the sketch process was complete, I created the digital variations. Each concept either turned out not as I had Imagined, or simply did not work as a government symbol.
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SYMBOL REFINEMENT This specific cross symbol expressed my keywords and values the most; a union of separate divisions and the letter “M” to address Medicare, Medical, and Medigap. The star shape in the middle was something that the eye went to first, so I had to figure out a solution to the shape.
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BRAND STRATEGY | MEDICARE IDENTITY
TYPE DEVELOPMENT
TYPE VARIATION These typeface are my exploration in finding the perfect font to express both a governmental and friendly appearance.
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TYPE CHOICE Springsteel was chosen as the logo’s primary font and DIN is used as the secondary font for the tag-line. Springsteel is sturdy and friendly in structure while suggesting a trustworthy yet medical appearance. Din is clear and serious which speaks to the government aspect of Mediculture.
SPRINGSTEEL
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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BRAND STRATEGY | MEDICARE IDENTITY
FINAL LOGO
FINAL LOGO This symbol features a more simplistic depth and lighter color palette. This speaks to the friendly aspects of what Medicare will be portrayed as. The serif type choice is both sturdy and friendly in structure while suggesting a trustworthy yet medical appearance.
SYMBOL
WORD-MARK
LOGO
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ALTERNATES
COLOR PALETTE
Unified Healthcare. WITH TAGLINE This logo can be used for advertisements and any promotional material that is used to promote Mediculture. When using this logo it should be used for full color print and web platforms.
GREYSCALE The greyscale version can be used for newspaper layouts and advertisements. This is also a view is how the logo will look when faxed or scanned in office workplaces.
ONE COLOR The one color version can be used for low budget printing jobs as well as for Nook, Kindle, and other book reading tablets that require users that view the Mediculture and You book digitally.
C: 22 M: 3 Y: 0 K: 0
R: 191 G: 224 B: 246
#: BFDFF5
C: 38 M: 5 Y: 1 K: 0
R: 151 G: 207 B: 238
#: 95CFED
C: 74 M: 30 Y: 1 K: 0
R: 51 G: 147 B: 206
#: 3492CE
C: 91 M: 57 Y: 10 K: 1
R: 8 G: 106 B: 166
#: 096BA6
C: 44 M: 34 Y: 31 K: 1
R: 149 G: 153 B: 159
#: 96999F
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APPLICATION DEVELOPMENT After the logo design process was completed, it was on to the next stage of Medicare’s new identity. Creating an advertisement campaign, website, and promotional give aways were just a few items in the following pages.
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
TRANSPORTATION COMPANY CAR Used by Mediculture specialists to have in-person discussions of plans to create an in depth and clear understanding of offers and the process.
TRANSPORTATION
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TRAIN ADVERTISEMENT
TRAIN ADVERTISEMENT POSTER
BUS ADVERTISEMENT
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
SIGNAGE MONUMENT SIGN
SIGNAGE
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OUTDOOR DIRECTIONAL SIGNAGE
INDOOR OFFICE SIGNS
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
OUTDOOR ADVERTISING
OUTDOOR ADS MONUMENT SIGN
Health insurance for every age, & every wallet. In one simple location.
Visit mediculture.gov or dow nload our app for info .
Unified Health care.
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BUS BENCH AD
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
APPAREL Name tags with a casual blue shirt and black slacks show a business look, but not too governmental and intimidating.
APPAREL + PROMOTIONAL PRODUCTS
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PROMOTIONAL PRODUCTS
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
WEBSITE
WEBSITE The new Mediculture website features a clean and simple design. All of the information is displayed in a counterintuitive way so that any age can navigate to their desired location. New features include: 24/7 Video and Instant Message Chat, Spending Summaries, Handbook Search, Polls and Forums, and simple Plan Evaluations.
1 2 3 4 5
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FEATURES 1
This service starts with a questionnaire to illustrate a view of the beneficiary’s position and the plan that is perfect for them or their family, then it takes you right into purchasing the plan.
2
Displays exact money spending summary of the government and hospitals.
3
Help the user’s questions get answered promptly a effortlessly.
4
Sometimes information will be updated, and a book doesn’t update itself. This is an easier way to get the questions and concerns answered when phone or video chatting is not necessary.
5
Help get a better view of the beneficiary’s issues and concerns with polls and forums. The more people to have the same concern, the faster the issue will be solved
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
MOBILE APP
MOBILE APP The new Mediculture app contains lots of useful and time saving features. Take care of billing, and view other website content, at the convenience of your fingertips. The Mediculture app also has integrated a life saving feature that alerts when loved ones are in danger.
APP ICON
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FEATURES LIFE ALERT Know when your loved one is in need of urgent assistance. Instead of a bulky button, Mediculture redesigned the look and function of this life saving device. When the button is pressed, the app will be alerted within seconds. A movement sensor is located in the button, so you know if your loved one is active or not. The led light powers on at night, in case they are out of sight.
CHAT Any questions you have, just use the 24/7 chat feature that is the same as the website’s version, but conveniently on your smart phone. It also allows video chat.
BILL PAY Pay your payment bill straight from your mobile device. The user interface is very simple and allows a wide variety of ages use it without effort.
LIFE ALERT
!
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APPLICATION DEVELOPMENT | MEDICARE IDENTITY
STATIONARY
STATIONARY | MEDICULTURE CARD
RICARDO IMPERIAL | 2014
MEMBER CARD The old Medicare card was made of flimsy paper, and easily susceptible to damage. The updated design features a finger print verification instead of a signature which will decrease the amount of fraud that occurs. The metal material is sturdy and contains a locater chip inside, so if you were to misplace it, the Mediculture app or website can tell you exactly where it is.
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CONCLUSION My attempt to rebrand Medicare into Mediculture makes everything easily accessible to a larger portion of Americans. With a broader demographic, Mediculture will be advertised more, thus bringing more people into the system. The simple approach will make applying for healthcare less stressful and more accessible. Federal healthcare will no longer have a bad reputation, but a friendlier look, feel, and process.