When we launched Oscar, we got a rare opportunity to build a whole new health insurance brand from scratch. And in doing so, we wanted to do something simple, yet seemingly impossible – to make a health insurance company actually feel human.
We wanted to redefine people’s relationship with their health insurance company, from the launch campaign ads to the welcome kits to the ID cards to the monthly bill you get in the mail each month.
Oscar enjoyed a successful launch and is now expanding across the U.S.
In a category where everyone else used cheesy stock-like lifestyle photos or portraits of diverse-looking families smiling at camera,
we created a brand world full of animated characters that were fun and unexpected.
When we saw the bill they were going to send to people we asked to redesign that too.