Kaiser Permanente is a national, not-for-profit healthcare organization distinguished by its integrated care and coverage model. By aligning doctors, hospitals, and health plans under one system, Kaiser Permanente reduces complexity for employers and members alike. This Colorado-focused campaign reinforced that differentiation by helping benefits decision-makers understand how integration leads to better experiences, clearer choices, and healthier workforces.
THE CHALLENGE
Kaiser Permanente wanted to simplify how employers in Colorado think about and choose health plans. Benefits selection is often confusing and high-stakes, so the campaign needed to clearly explain KP’s distinctive care-plus-coverage model and correct common misconceptions about healthcare choices while highlighting real advantages of working with Kaiser.
THE SOLUTION
We developed a clear, human-centered campaign that cut through healthcare complexity with confident simplicity. By using approachable language, bold visuals, and straightforward storytelling, the work reframed Kaiser Permanente as an integrated, easier-to-understand option—helping decision-makers quickly grasp the value of care and coverage working as one.
PROJECT TEAM MEMBERS
Agency: 90octane | Creative Lead: Ben Marshall | Art Direction and Design: Phillip Monette | Illustration: Matt Carlson | Copy: Erin Engstrom and Caity O’leary