Kaiser Permanente - Justin Davies

Kaiser Permanente is a US health care solution provider offering flexible, human-centric health care solutions, constantly changing and evolving with its members through every stage of their lives.

This pitch work for Kaiser Permanente rebrand, undertaken at Droga5. Although conceptual, its included as it demonstrates my thinking and creativity at the conceptual stage of a project, rather than only finished work.

Kaiser Permanente wanted to evolve their brand to feel more intuitive and simple, less corporate and paternalistic. The goal was to empower people with clarity and confidence, constantly adapting to ensure every member is connected with the right level of care. At the heart of this sits a brand purpose of providing healthcare for the individual, rather than the masses.

Our concept focused on creating a digital motif representing each member’s unique and living identity, created by the member themselves and evolving through life’s stages.

We presented two concepts: one that felt more human and collective – movement-inspired in its sensibility, whilst this direction doubled down on a brand that was simple, clean, progressive, smart and contemporary.

The goal was to create an interconnected experience, from home screen to high street and from laboratory to thought-leadership conference.