Shining a light on health benefits that fit your life

Lucie Health Marketplace

Brand Strategy, Naming, Art Direction, Visual Identity, Design Systems, Brand Guidelines

When it comes to health benefits, choice is a double-edged sword. Lucie is here to make it clear and easy.

As part of Oscar Health's growth strategy, the company acquired a health benefits enrollment platform with the drive to transform it into a healthcare marketplace designed for today’s consumers.

The Oscar Brand Team developed the brand strategy, name, voice, visual identity, and launch assets. As ACD, I partnered closely with creative leads to set the vision and build the systems. We tapped our friends at Buck and Wild to collaborate with us on an illustration library, website, and launch video.

Brand Strategy

Our process began with a deep dive into competitive and peer landscapes, identifying opportunities to stand out as a modern alternative. We explored and vetted hundreds of names, landing on Lucie — meaning light. The metaphor laid the foundation for a brand strategy rooted in clarity, vitality, and the promise of a new way forward.

Visual Identity

With our foundation set, we crafted a bold, bright visual identity that embraced both optimism and imperfection. With a brand promise to help people choose health benefits that fit their lives, we leaned into the idea that our lives all take different shapes — and infused that into our logomark, graphic systems, illustration, and typography.