Kaiser Permanente

I’m such a sucker for a one-word tagline. “Thrive” is one of the best of them. I wish I could say I thought of it…but alas. The team at Campbell Ewald coined it long before my time there. Without question, the KP brand has influenced every healthcare campaign that’s come along since. And the insight that drives it – people love health, people hate healthcare – contains the kind of simple, human insight that extends far beyond any one category. What follows are a couple favorite projects from my time working on the brand. Both were valuable exercises in understanding and applying the core tone and values of a big brand to a very specific, feature-driven brief.