Aetna Rebrand

Traditionally a B2B enterprise, the challenge for rebranding national health insurance company Aetna was maintaining the legacy of the brand, while shifting focus toward the consumer market. Our small design team worked closely with brand strategists to develop a dynamic and inviting visual identity based on the concept of "connection." This theme was expressed in the wordmark and throughout the core visual elements, which offered flexibility for a wide range of applications and audiences. In the five years since their brand transformation, Aetna is over 10 million members stronger. CONTRIBUTION: Logo Concept Development, Visual System Development, Brand Guidelines, Implementation