The Process

Discover

Thirty-plus communications going to the same provider network – each one appearing to come from a different company. Different logos, different typography, different visual tone. The audit made the problem structural: multiple lines of business each treating providers as their own audience, with no shared framework above them.

Define

The hierarchy was wrong. Communications were organized by line of business first – Medicare wrapping Provider wrapping Product. From a provider’s perspective, that’s backwards. Providers work across plans. The reorganization put Provider at the top, with LOB subordinated beneath it. A design decision grounded in how the audience actually navigates their relationship with the organization.

Build

The cover system is built on a file folder motif – the physical object providers already use to organize patient information. Program name as the tab. Topic as the contents. Line of business at the bottom. Three slots, one template, any combination legible before a word is read. The system scaled across newsletters, program guides, quarterly publications, and training materials. The metaphor did the navigation work; the design didn’t have to explain itself.