As Oscar's national network expanded, its brand strategy and visual identity needed to grow as well. The brand team worked alongside pals at Franklyn to build a brand that resonates with members of all ages, locations, + languages, and is vibrantly human within the humdrum health insurance industry. This includes an illustration style showing real people with real emotion, a color palette that extends from marketing to product, typefaces that can deliver hard news along with good news, and a lifestyle photoshoot that highlights care.
Role: In-house Design Director
Agency partner: Franklyn. Illustrations: Tess Havas. Brand photography: Kyle Johnson.
Oscar team: Cat Lee, Kate Apostolou, Topher Lorette, Libby Denault, David Mikula, Craig Damrauer, Carmela Ciuraru, Jonathan Wilson.
Franklyn team: Ashley Van Belle, Michael Freimuth, Tess Havas.