Pennie Brand

The Pennsylvania Health Insurance Exchange Authority was formed to create a state-based health insurance exchange, replacing the existing federal HealthCare.Gov for health insurance plan year 2021. This new entity, now known as Pennie, which stands for Pennsylvania Insurance Exchange, needed a brand identity developed and implemented.

In the context of a notoriously cumbersome industry, our task was to create a brand that holistically embodies possibility, security, confidence, quality and
worthiness for a large, diverse audience spanning Pennsylvania.

Collaborating closely with a copywriter, we created a brand identity unlike any other in the health insurance space. Pennie is built with flexibility as foundation, with an expansive set of brand guidelines to maintain cohesion and plan for Pennie to grow in years to come. Every aspect was chosen carefully, breaking away from insurance industry jargon and stereotypes.

When you find Pennie, you find something you didn’t expect. Instead of complexity, you find clarity. Instead of worry, peace of mind. Instead of
confusion, understanding.

That’s Pennie.