Tufts Health Plan
A decade of collaboration.
Hundreds of brand assets created.
Thousands of happy members.
I’ve worked with Tufts Health Plan for over a decade, helping shape their brand across websites, marketing campaigns, and digital materials. After merging with Harvard Pilgrim Health Care, the organization rebranded under Point32Health. Over the years, the digital and print assets we created have helped thousands of members better understand and navigate their health plans.
The rebrand for Tufts Health Plan took a bold, distinctive approach for a healthcare organization—leveraging large imagery and video to create immediate user engagement. A strong emphasis was placed on UX and UI throughout the website development process, informed by extensive research and discovery. The new visual identity was applied consistently across the brand ecosystem, from websites and videos to infographics and printed collateral. Below is a comprehensive list of creative work produced, along with select examples showcasing the final brand execution below.
Large Scale Public Facing Marketing Website
- Competitive analysis
- Environmental analysis
- Audience segmentation and journey mapping
- Mood board exploration and brand palette definition
- Custom iconography development
- Custom illustrated character developmentLanding Pages for Multiple Plan Types
Several Campaign Landing Pages
15+ Explainer Videos
- Custom illustrated, storyboard production, music sourcing, motion design, and voice over sourcingMultiple Microsite Website Templates
Mailer Design and Production
25+ Brochures
10+ Infographics with Custom Illustrations
Email Template Design
Campaign Support
- Website Design and Development
- 200+ Digital Ads CreationInternal Brand Campaign Ideation and Development
- Naming and Tagline Creation
- Logo ID CreationCareers Corporate Photoshoot and Website
Digital Brand Guidelines
Get a Quote UX and Journey Mapping
Following the merger of Tufts Health Plan and Harvard Pilgrim Health Care under the new parent brand, Point32Health, a comprehensive rebrand was undertaken. Brand assets were thoughtfully updated to reflect the new visual identity, incorporating the refreshed styles across websites, videos, brochures, and infographics. Below are select examples showcasing the updated design.
Animation and behavior sequence for the top portion of the marketing website homepage featured above.
Explainer videos, simply illustrating what a covered service is and what a deductible is in health insurance. Hard topics, simply explained with friendly visuals.
Character Development
Meet Abby
Abby was created as a relatable character to help tell the story of her and her family as they navigate real-life healthcare scenarios. Designed to foster connection with the audience, Abby’s everyday lifestyle and routine make complex healthcare topics more approachable and empathetic. These particular infographics focus on two key areas—how to talk to your PCP and what to do during Open Enrollment—breaking down each topic with clear, engaging visuals centered around Abby’s experience. Her story is told in infographics, videos, brochures, mailers, and on the website.