Leo Burnett Chicago and Optum Health Services needed support creating a brand book to introduce a new brand positioning, identity and campaign. The goals for this piece were to create excitement for the company vision, tease the campaign in pre-production and develop the first set of brand guidelines for Optum employees & partners.
Taking the limited brand identity explored by the agency and their recent pitch work, as well as incorporating new creative developments throughout the new campaign’s initial pre-production phase, A Studio Called Ademo developed the first creative draft of Optum’s WIP rebranding, exploring and expanding the possibilities of the new campaign’s photography, tone of voice and design system.
