Overview
Get Covered Illinois was built to simplify the ACA marketplace, offering both personal guidance and digital tools.
However, its brand experience told a different story. There was no cohesive system—no clear logo usage, color structure, or design foundation—resulting in a lack of authority. And the absence of a cohesive design system diluted recognition and eroded authority.
To grow, they needed a unified identity and a clear market position. Visual consistency across different brands is vital for enhancing recognition and usability within the shared ecosystem.
The Approach
The engagement began with strategy and a complete visual overhaul. The aim was to build a flexible system—one that allows for variation across campaigns while preserving a consistent brand experience.
Through strategic workshops, we clarified the core message, audience, competitive positioning, and long-term direction. Each subsequent campaign built on that foundation, driving higher conversions, stronger perceived value, and sustained loyalty.
The result was a system grounded in consistency but open to expression. The system aimed to balance boldness with warmth. Bringing forward a more authentic, human view of healthcare.
The Results
A bland government health insurance marketplace with random poorly crafted graphics, became something better: a brand that actually cares about people.
We helped GCI prove that. Their revamped brand system created measurable impact—transforming a familiar government marketplace into something residents actually wanted to engage with.
By strengthening both physical and digital presence, we helped GCI tell a different story: one of partnership and trust.
Over time, this strategic evolution rippled across every touchpoint—clearer websites, more consistent social media, stronger marketing materials, and genuine brand recognition. The result wasn't just a visual refresh; it was a fundamental shift in how the market perceived them as a player in the ACA space.
Deliverables
Campaign Strategy
Digital Banners
Print Design
Video & Motion Content
Visual Identity System