Maturing a health-tech startup into a family of challenger brands
Oscar Health
Brand Architecture, Creative Direction, Visual Identity
Oscar Health is here to give people power over their healthcare.
As the Creative Lead on Oscar Health’s strategic initiatives, I worked closely with leadership across Brand, Communications, and Corporate Strategy to establish how the company’s brand would evolve alongside its business strategy.
Brand Strategy and Architecture
With aspirations to grow from a mono-line health insurance company into a parent brand encompassing a family of products across the healthcare technology space, we first needed the right brand architecture structure.
We developed an internal point of view and brought in global brand agency, Buck, to vet and deepen our thinking. Together, we established that a House of Brands model was the ideal structure. The Oscar Health parent brand acts as a champion for the shared mission, providing a strategic North Star for all sub-brands to ladder up to. Creative expression for each sub-brand is distinct, allowing each to be crafted to resonate with its unique audiences and differentiate from competitors.
Visual Identity
We developed the Oscar Health parent brand with the flexibility to resonate with both internal and external audiences — from investors to interns — through a system that feels bold, human, and dynamic. With a mission to give people power over their healthcare, we leaned into warm, naturalistic imagery of people in connection with themselves, others, and their environments. Photography is accented by a bespoke system of expressive iconography that embodies the movement Oscar is making in the industry.
COLLABORATORS
Oscar Brand Team: Libby Denault, Heather Santana, Ashley Domers, Ben Thaler, Veronica Cordi, David Linder, Drew Stanley, Justin Vega; Studios: Buck, Wild, Foster Made, Invisible North