My Care Counts
Naming & Branding
The National Health and Law Program (NHeLP) came to us to brand and name their new campaign to protect Medicaid and Medicare. I developed the name My Care* Counts: the asterisk added for multiple reasons. The wordmark I designed directly references healthcare's familiar Star of Life symbol and plays into the persona of the campaign’s parent company. Equally, the asterisk allows to have “care” switched out with other words. The name could become personal and customizable, enabling the audience and the campaign to add terms
as it fits.
The colors are bright and vibrant to contradict the sometimes tough subject matter and strays far from the red, white, and blue palette used by a majority of advocacy orgs. Accessibility was a large concern as well since we were working within the healthcare space, and all colors, contrasts, and pairings were accessibility tested.
Creative Direction: Casey DenBleyker
Branding: Meg Kilgore
The project continued into social and campaign production, and I enjoyed exploring all the opportunities the asterisk and other brand elements could provide.
As the project continued, we produced organic and paid creative content for them and an animated video.
Video Animation & Art Direction: Cory Sutter
