H E A L THI E R IS HERE Optum Inc, Brand Campaign Toolkit

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1 H E A L THI E R IS HERE 2015 Optum Inc, Brand Campaign Toolkit CAMPAIGN TOOLKIT 2015

2 THE PURPOSE OF THIS TOOLKIT This guide provides guidelines and parameters for the use of imagery, design and typography for the Healthier Is Here campaign, and it should be used when leveraging the campaign design for internal and external materials. The campaign is designed to deliver simple conceptual messaging and compelling images overlayed with simple, dynamic shapes. It is important to distinguish between our core Optum brand guidelines and our ad campaign guidelines. This toolkit is intended to help you determine appropriate usage of the ad campaign. This design is intended to work in harmony with existing Optum brand guidelines Optum Inc, Brand Campaign Toolkit

3 CONTENTS 1.0 ABOUT THE CAMPAIGN 2.0 WHEN AND WHEN NOT TO USE THE CAMPAIGN 3.0 TONE AND BRAND COPY ELEMENTS 4.0 BRAND ADVERTISING A QUICK LOOK 5.0 BRAND COLOR PALETTE 6.0 IMAGERY 7.0 THE DIAMOND 8.0 THE ARROW DEVICE 9.0 APPLYING THE LOGO 10.0 TYPOGRAPHY 11.0 USING TYPOGRAPHY 12.0 EXAMPLES 13.0 COMPANY Q&A 2015 Optum Inc, Brand Campaign Toolkit

4 ABOUT THE CAMPAIGN 1.1 ABOUT THE CAMPAIGN 1.0

5 ABOUT THE CAMPAIGN 1.1 WHY ARE WE LAUNCHING A NEW CAMPAIGN? There is no better time than now to launch a brand campaign. As we accelerate our growth, it is important that we gain broader awareness for our brand by defining with simplicity and clarity what we do as a company and the benefits/outcomes that we offer the world. For customers who know us, our positive impact is clear but there is a larger portion of prospects who are not as familiar with who we are and what we do. We need to advertise to this audience so that we can build enough awareness to make it easier for our sales force to call on these customers. WHO IS THE CAMPAIGN TARGETING? The campaign is designed to appeal to our core targets, health care system architects, as well as some key influencers we call opinion elites. The core targets are buyers of our solutions. There will be some halo to consumers, but they are not the intended audience we are buying media against. HOW DOES THE NEW CAMPAIGN / DESIGN IMPACT OUR CORPORATE BRAND GUIDELINES? The design and color palette used in the advertising campaign was informed by our Corporate Brand Guidelines. The colors are all brand-approved colors. The diamond shape was conceptually informed by the white space inside the facets of our logo.

6 WHEN AND WHEN NOT TO USE THE CAMPAIGN 2.1 WHEN TO USE THE CAMPAIGN 2.2 WHEN NOT TO USE THE CAMPAIGN 2.0

7 WHEN TO USE THE CAMPAIGN 2.1 The Optum campaign should be used in all paid media, and you should work directly with the brand team to get approvals on both media and creative executions. In addition to advertising, there are times when you may want to leverage the campaign toolkit to add visual appeal. Some of these instances may be signage for a sales conference or the cover of an annual report. You should use the campaign when you are communicating the full tone and scope of the Optum brand promise and have the space to leverage the full graphic power of the campaign assets Optum Inc, Brand Campaign Toolkit

8 WHEN NOT TO USE THE CAMPAIGN 2.2 The campaign should be reserved for limited use the majority of marketing materials and communications should follow our core brand guidelines. There are times when it s simply not appropriate or practical to use the campaign elements. Communications and marketing materials with a lot of information, graphics and copy should NOT use the campaign look and feel. Examples include advertorials, sales sheets, product marketing brochures, infographics and white papers. Two elements of the campaign can be used independently from other campaign elements in order to drive a connection with the overall Optum story: 1. The four capability words (People*Technology*Data*Action) 2. The Who we are sentence As a health services and innovation company, Optum powers modern health care by combining data and analytics with technology and expertise Optum Inc, Brand Campaign Toolkit

9 TONE AND BRAND COPY ELEMENTS 3.1 TONE AND BRAND COPY ELEMENTS 3.2 LOGO AND CAPABILITIES LINE 3.0

10 TONE AND BRAND COPY ELEMENTS 3.1 OPTUM VOICE Smart, human, bold without being brash, and, above all, conversational. It is never stiff or cold. OPTUM CAMPAIGN THEME The campaign line summarizes all that Optum stands for, Healthier Is Here. THE WORD HEALTHIER IS ALWAYS CAPITALIZED Healthier is always capitalized and is a noun referring to a philosophy or way to live, not an adjective. Healthier represents the Optum purpose and overriding objective, not just for the health care industry, but for the world. HEADLINES Each headline should come across like a philosophy or truth about health that Optum believes in. Test it by silently adding the phrase At Optum we believe in front of your headline. Additionally, there should be some kind of benefit to the audience who would read that headline. It can t simply be a philosophy about health independent of a benefit. OPTUM DESCRIBED As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. THE OPTUM CAPABILITIES LINE The following list of company capabilities is placed under the Optum logo: People. Technology. Data. Action. They are always these words and in this order. New sets of words cannot be developed to represent a department, team or for an internal campaign. HEALTH CARE Health care is always two words, Never one. CAMPAIGN LINE CAPABILITIES LINE HEALTHIER IS HERE 2015 Optum Inc, Brand Campaign Toolkit

11 LOGO AND CAPABILITIES LINE 3.2 CAPABILITIES LINE The capabilites line should not be changed or altered in anyway as it is a set piece of art Optum Inc, Brand Campaign Toolkit

12 BRAND ADVERTISING A QUICK LOOK 4.1 HEALTHIER IS HERE CAMPAIGN A QUICK LOOK 4.0

13 HEALTHIER IS HERE CAMPAIGN A QUICK LOOK DIAMOND The most recognizable element of the new brand campaign it can be any one of eleven brand colors. 2. HEADLINE Always appearing inside the diamond key words are highlighted in the heavier, larger font. 3. ARROW DEVICE The arrow works in harmony with the diamond. The corner of the diamond should always perfectly align with the corner of the arrow. 4. LOGO Always present and cannot change. 5. CAPABILITIES LINE Always present beneath the logo. 6. CAMPAIGN LINE Summarizing all that Optum stands for. You may not replace this line with other copy. 1 2 HEALTHIER ISN T JUST A FEELING FOR US IT S A MISSION 7. BODY COPY You may customize the body copy but it should always include the power sentence As a health services and innovation company, we continue to power modern health care through data and technology WEBSITE You can change the url to your specific needs HEALTHIER IS HERE At Optum, Healthier goes way beyond a feeling. It s our passion and our purpose. As a health services and innovation company, we continue to power modern health care through data and technology. Our insights quickly lead to better outcomes for hospitals, doctors, pharmacies, health plans, governments, employers and the millions of lives they touch. Which, come to think of it, is a pretty good feeling as well. 8 optum.com

14 BRAND COLOR PALETTE 5.1 OPTUM BRAND COLORS 5.0

15 OPTUM BRAND COLORS 5.1 Optum brand core colors consist of white, yellow and grey. CORE COLORS SECONDARY COLORS WHITE C:0 M:0 Y:0 K:0 R:255 G:255 B:255 #ffffff PMS 158 C C:0 M:62 Y:95 K:0 R:232 G:119 B:34 #E87722 PMS 704 C C:6 M:93 Y:58 K:28 R:162 G:43 B:56 #A22B38 PMS 2685 C C:92 M:100 Y:0 K:10 R:59 G:0 B:131 #3B0083 PMS 124 C C:0 M:30 Y:100 K:2 R:234 G:170 B:0 #EAAA00 PMS 327 C C:100 M:2 Y:49 K:14 R:0 G:135 B:112 # PMS 377 C C:51 M:5 Y:98 K:23 R:115 G:150 B:0 # PMS COOL GREY 11 C C:44 M:34 Y:22 K:77 R:99 G:102 B:106 #63666A PMS COOL GREY 8C C:23 M:16 Y:13 K:46 R:136 G:139 B:141 #888B8D PMS COOL GREY 5C C:13 M:9 Y:10 K:27 R:177 G:179 B:179 #B1B3B3 PMS COOL GREY 2C C:5 M:3 Y:5 K:11 R:208 G:208 B:206 #D0D0CE 2015 Optum Inc, Brand Campaign Toolkit

16 IMAGERY 6.1 IMAGERY AND CROPPING 6.2 IMAGERY AND CROPPING DON TS 6.3 IMAGE COLOR CONSIDERTATIONS 6.0

17 IMAGERY AND CROPPING 6.1 Images should evoke optimism and action, and should be bright and uncluttered. Lighting should be natural and the color real. A sense of humanity should be present where possible. PRIMARY CROPPING, NO FACES SECONDARY CROPPING, WITH FACES CROPPING THE IMAGERY Images should be cropped in a way that we don t see full bodies, faces or objects they should be more abstract than literal in nature, while still connecting conceptually with the campaign. If a face must be shown, make sure to crop it in a friendly and unique manner. FINAL CROP ON IMAGES

18 IMAGERY AND CROPPING DON TS 6.2 Illustrated on this page are ways of cropping images that are not accepted. Do not show full face photos Do not show images that are too zoomed back or busy Do not crop in expected ways

19 IMAGE COLOR CONSIDERATIONS 6.3 When choosing imagery bear in mind the need to pair corresponding brand colors to the images which should all be different, yet complimentary. For example, an image with warm sun-lit hues would pair well with the yellow or orange from the brand color palette. PRIMARY COLORS SECONDARY ACCENT COLORS If an image background blows out to pure white, make sure to add a bit of tone to give a sense of frame to the image. Limit the use of blue so as to avoid competing with UHC. Specific colors have not been designated to specific business.

20 THE DIAMOND 7.1 THE DIAMOND 7.2 APPLYING THE DIAMOND 7.0

21 THE DIAMOND 7.1 The diamond is the most recognizable element of the visual identity and serves as a device to contain and give prominence to headlines. CENTERED ENTIRE DIAMOND SHOWN CENTERED VERTICAL, NARROW Wherever possible the diamond should be used in its entirety, but in situations where the ad space is very narrow - horizontal or vertical it will be necessary to enlarge the diamond beyond the confines of the space Cropping the diamond should always be executed in equal measure top to bottom, for horizontal formats. Left to right for vertical formats. MAKING HEALTHIER HAPPEN MAKING HEALTHIER HAPPEN CENTERED HORIZONTAL, NARROW MAKING HEALTHIER HAPPEN

22 APPLYING THE DIAMOND 7.2 The color of the diamond should be chosen from the brand color palette. The chosen color should work in harmony with the hues of the image. When applying the diamond over the image it should be multiplied which gives the effect of translucency and allows the image to show through. Tints or lighter shades of the brand colors should not be used. COLORS APPLIED TO DIAMOND AND MULTIPLIED OVER IMAGE. You may adjust the opacity of the color from 100% to a 70% tint in order for photography to show through enough. Below is the effects window in Adobe InDesign. It illustrates the multipy effect with an 80% transclucency.

23 THE ARROW DEVICE 8.1 THE ARROW DEVICE 8.2 THE ARROW DEVICE IN DIFFERENT FORMATS 8.3 COMMON FORMATS 8.0

24 THE ARROW DEVICE 8.1 The arrow device is an important part of the advertising visual language. ARROW DEVICE ALIGNED WITH LOGO ARROW DEVICE ALIGNED WITH COPY BLOCK The device works in harmony with the brand diamond. It is an additional yet subtle device that points toward the campaign line or, in simpler executions, points toward the logo. The device serves as part of the image window, which resembles a graphic speech bubble, and mirrors the corner of the diamond in the negative space of the adjacent white panel. HEALTHIER IS HERE At Optum, Healthier goes way beyond a feeling. It s our passion and our purpose. As a health services and innovation company, we continue to power modern health care through data and technology. Our insights quickly lead to better outcomes for hospitals, doctors, pharmacies, health plans, governments, employers and the millions of lives they touch. Which, come to think of it, is a pretty good feeling as well. optum.com

25 THE ARROW DEVICE IN DIFFERENT FORMATS 8.2 USE IN DIFFERENT FORMATS The arrow device should only ever be centered within the layout and should always align with the diamond. In horizontal formats where the logo and/or campaign line appear on the right, the arrow should point to the right and should remain centered top to bottom, in line with the diamond. ARROW DEVICE ALIGNED WITH LOGO VERTICAL ARROW DEVICE ALIGNED WITH LOGO HORIZONTAL

26 COMMON FORMATS 8.3 Illustrated on this page are common formats that may be scaled up or down or slightly adjusted. 11 X X X 300 BANNER 300 X 250 BANNER 120 X 240 BANNER

27 APPLYING THE LOGO 9.1 APPLYING THE LOGO 9.2 LOGO MNEMONIC 9.0

28 APPLYING THE LOGO LOCKUP 9.1 LOGO POSITIONING The logo should be positioned and scaled for maximum legibility and recognition. Always apply more than the minimum clear space away from the edge of the page depending on layout requirements. The examples below show how the logo is positioned within an application: Centred, Left aligned or right aligned depending on requirements. The pale blue field represents the optical centre of the logo. HEALTHIER IS HERE At Optum, Healthier goes way beyond a feeling. Quite simply, it s our passion and our purpose, as we power every segment of modern health care like no one else. By combining expertise and technology with data and analytics, we uncover insights that quickly lead to better outcomes for hospitals, doctors, pharmacies, health plans, employers and the millions of lives they touch. Which, come to think of it, is a pretty good feeling as well. optum.com 2014 Optum, Inc. Advertising Brand Guidelines

29 LOGO MNEMONIC Optum Inc, Brand Campaign Toolkit

30 TYPOGRAPHY 10.1 TYPOGRAPHY HEADLINES 10.2 TYPOGRAPHY BODY COPY 10.3 HEADLINES 10.4 HEADLINES CONTINUED 10.5 HEADLINE DONT S 10.6 USING BODY COPY AND CAMPAIGN LINE 10.0

31 TYPOGRAPHY HEADLINES 10.1 Primary fonts are Interstate for headlines and Gotham for body copy. HEADLINE FONT WEIGHTS INTERSTATE COMPRESSED INTERSTATE REGULAR COMPRESSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz INTERSTATE CONDENSED INTERSTATE LIGHT CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

32 TYPOGRAPHY BODY COPY 10.2 Gotham regular is used as our secondary font to the headline. It should be used for everything other than headlines. SECONDARY FONT WEIGHTS GOTHAM GOTHAM REGULAR BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM REGULAR MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM REGULAR BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

33 HEADLINES 10.3 The intention of our campaign diamond is to communicate the Optum core brand promise. A good guideline for this text is to use the following rule: Does the headline work if you preceded it by the statement: At Optum we believe...? Our campaign headline must always be worthy of this statement. TYPE AREA BOUNDARY FOR HEADLINE In the example to the right, for example, we would say At Optum we believe in Making Healthier Happen. This statement works as a reflection of our core brand promise, so it is an acceptable use of the diamond. Headlines in the diamond are always written in capital letters and always appear in white.the headings consist of two different font weights: Interstate compressed regular for key words otherwise Interstate condensed light is used. The size relationship of key words and lighter headline font may vary slightly from one headline to the next, but there should always be enough contrast between sizes to enable the key words to stand out without being overly dominant. Line spacing or leading should never appear to tight or too loose, but feel uniform across all communication. MAKING HEALTHIER HAPPEN The solid yellow block represents 1/12th of one edge of the diamond. This determines the maximum type area within which the headline can be set. It is important to consider the size of the headline within the diamond. The headline should not appear too small or too large relative to the diamond.

34 HEADLINES CONTINUED 10.4 HEADLINES PUNCTUATION The are certain punctuation rules for headlines as follows: Commas are allowed in a sentence, but never end a sentence with a period or question mark. If a comma should ever come at the end of a line break, the line break itself acts as a comma so no comma is needed. TYPE AREA BOUNDARY FOR HEADLINE EMPHASIS ON WORDS Use the font Interstate Regular Compressed to emphasize certain words. Try to keep it either one or two words for visual balance. HEADLINES SENTENCE DIVIDER In some instances there are two sentences inside the diamond in which case a thin line divider is to be used. The line should be no thicker than the stroke thickness of the interstate light font within the headline. HEALTHIER ISN T JUST A FEELING FOR US, IT S A MISSION

35 HEADLINE EXAMPLES 10.5 Illustrated on this page are several common examples of how to treat headlines with various line breaks. HEALTHIER ISN T JUST A FEELING FOR US IT S A MISSION MODERN HEALTH CARE WORKS BETTER THE MORE PIECES WE CONNECT PREDICTING THE FUTURE OF HEALTH CARE BEGINS WITH HELPING TO CREATE IT HEADLINE WITH SENTENCE DIVIDER The sentence divider is only used as a form of punctuation or a pause FOUR-LINE HEADLINE This is an example of how to treat a four-line headline FIVE-LINE HEADLINES This is an example of how to treat a five-line headline

36 HEADLINE DONT S 10.5 To the right are some examples on how not to set the headline. MAKING HEALTHIER HAPPEN MAKING HEALTHIER HAPPEN HEALTHIER ISN T JUST A FEELING FOR US, IT S A MISSION Leading or line spacing too open Leading or line spacing too tight Too many different type sizes; use no more than one size for key words and one size for standard text MAKING HEALTHIER HAPPEN MAKING HEALTHIER HAPPEN HEALTHIER ISN T JUST A FEELING FOR US, IT S A MISSION Type too big within the diamond Type too small within the diamond Key words are too prominent relative to rest of the headline

37 USING THE BODY COPY AND CAMPAIGN LINE 10.6 CAMPAIGN LINE The campaign line Healthier Is Here appears in all caps. It should be 1.5x the Body Copy Height and should match the key color of the campaign. When the campaign line is used, it should always range off the picture box arrow device. BODY COPY The body copy should always be in Gotham book. It should never appear any smaller than 8.25/11pt. This font size to leading ratio must always remain consistent. Kerning should be 0, but at times you may have to reduce kerning to -10 to fit body copy. New paragraphs should always begin on a new line with a single line-space gap. In addition, one line-space or return separates the campaign line and body copy. And one line-space separates the body copy and website. Body copy is always left justified, with no indents. The url optum.com should always be Gotham Medium. HEALTHIER IS HERE At Optum, Healthier goes way beyond a feeling. Quite simply, it s our passion and our purpose, as we power every segment of modern health care like no one else. By combining expertise and technology with data and analytics, we uncover insights that quickly lead to better outcomes for hospitals, doctors, pharmacies, health plans, employers and the millions of lives they touch. Which, come to think of it, is a pretty good feeling as well. optum.com

38 EXAMPLES 12.1 PRINT AD EXAMPLES 12.2 STRATEGY AD EXAMPLES 12.3 SEGMENT AD EXAMPLES HOSPITAL 12.4 SEGMENT AD EXAMPLES PROVIDER 12.5 SEGMENT AD EXAMPLES RX 12.6 SEGMENT AD EXAMPLES HEALTH PLAN 12.7 SEGMENT AD EXAMPLES EMPLOYER 12.8 SEGMENT AD EXAMPLES GOVERNMENT SEGMENT AD EXAMPLES LIFE SCIENCES DIGITAL EXAMPLES GLOBAL MISSION VIDEO EXAMPLES OOH (ANIMATED) EXAMPLES EVENT EXAMPLES SALES CONFERENCE INTERACTIVE WALL SPONSORSHIP COPY EXAMPLE

39 PRINT AD EXAMPLES 12.1 HEALTHIER ISN T JUST A FEELING FOR US IT S A MISSION PREDICTING THE FUTURE OF HEALTH CARE BEGINS WITH HELPING TO CREATE IT MODERN HEALTH CARE WORKS BETTER THE MORE PIECES WE CONNECT HEALTHIER IS HERE HEALTHIER IS HERE HEALTHIER IS HERE At Optum, Healthier goes way beyond a feeling. It s our passion and our purpose. As a health services and innovation company, we continue to power modern health care through data and technology. Our insights quickly lead to better outcomes for hospitals, doctors, pharmacies, health plans, governments, employers and the millions of lives they touch. Which, come to think of it, is a pretty good feeling as well. optum.com What s ahead for health care? Lots of people debate it, yet real change requires more than just talk. The time is now for decisive and practical action. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. The result is what we call Healthier, and it s impacting every part of the system: from hospitals, doctors and pharmacies, to health plans, governments and employers. That s a future we re excited about. optum.com Who has the biggest impact on our health? The doctor, the pharmacist, the health plan, public policy? To power modern health care, we believe the answer is all of the above and more. After all, the only way to treat the whole person is to engage the whole health system. As a health services and innovation company, we re connecting every part of the system by combining data and analytics with technology and expertise. Because when it comes to making Healthier happen, we re all in this together. optum.com

40 STRATEGY AD EXAMPLES 12.2 EXPERTS COLLABORATING ON CARE IS WHAT WE CALL A HEALTH CARE COMMUNITY TO BETTER A SINGLE LIFE SOMETIMES IT TAKES 200 MILLION OTHERS HEALTH CARE SHOULD DO MORE THAN HEAL IT SHOULD ALSO EMPOWER HEALTHIER IS HERE HEALTHIER IS HERE HEALTHIER IS HERE Modernizing health care is all about bringing the right people together to solve problems. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. That means stronger strategic partnerships and greater access to resources that enable the health system to work as one. Because when you start with better collaboration, what happens next is better care. optum.com No matter how much health care data you have, it s only as useful as what you re able to do with it. As a health services and innovation company, Optum powers modern health care by combining data and analytics with technology and expertise. The result is valuable insights that lead to better outcomes for hospitals, doctors, pharmacies, health plans, governments and employers. Because the more insights we have, the more lives we impact. optum.com These days, people value staying well as much as getting better. And everyone could use a little help in the pursuit of that wellness. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. It means we can enable millions of people to manage their health through tools for wellness, benefits and health finances. After all, the desire to be well should be met with everything it takes to get there. optum.com

41 SEGMENT AD EXAMPLES HOSPITAL 12.3 HERO AD TOOLKIT ADS THE FINANCIAL HEALTH OF A HOSPITAL DRAMATICALLY AFFECTS THE HEALTH OF ITS PATIENTS THE BEST MANAGED HOSPITALS ALSO MANAGE TO DELIVER THE BEST PATIENT CARE HEALTHIER IS HERE Nothing should prevent a hospital from providing great care, least of all a complex billing process. That s where we come in. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. Our unique tools and collaborative experts help providers efficiently manage the revenue cycle, so they can spend more time on the business of making people well. Which is what every patient and hospital really deserves. TAKING BETTER CARE OF PATIENTS BEGINS BY TAKING BETTER CARE OF HOSPITALS optum.com

42 SEGMENT AD EXAMPLES PROVIDER 12.4 HERO AD TOOLKIT ADS PROVIDERS OF CARE HAVE NOW BECOME MANAGERS OF HEALTH THE CARE YOU PROVIDE TODAY IS THE HEALTH YOU MANAGE TOMORROW HEALTHIER IS HERE The journey toward value-based care isn t easy. Providers who balance between today s world and the future of health care can thrive in the transition. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. It s how we help providers optimize performance today and successfully manage population health tomorrow. Because in the end, patients and providers have the same goal long-term health. optum.com

43 SEGMENT AD EXAMPLES RX 12.5 HERO AD TOOLKIT ADS WHEN A PRESCRIPTION CONNECTS WITH THE REST OF PATIENT CARE YOU VE GOT A REAL BENEFIT A LOT MORE GOES INTO A PRESCRIPTION THAN A DOCTOR S SIGNATURE HEALTHIER IS HERE While access and convenience are critical, pharmacy care has to go beyond what s written on a prescription. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. This gives OptumRx the unique ability to sync medical data with pharmacy data to ensure that each prescription is accurate and optimal. Because pharmacy care is only as advanced as the knowledge behind it. PRESCRIBING FOR THE WHOLE PATIENT IS THE BEST MEDICINE optum.com

44 SEGMENT AD EXAMPLES PAYER 12.6 HERO AD TOOLKIT ADS WORKING WITH OVER 300 HEALTH PLANS TO BETTER SERVE THEIR MEMBERS WORKING WITH OVER 300 HEALTH PLANS TO BETTER SERVE THEIR MEMBERS HEALTHIER IS HERE As value-based care transforms the health industry, health plans need to evolve while ensuring members receive the best care. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. We help health plans modernize to take on their biggest challenges. So no matter how much the industry changes, your membership can keep on growing, and thriving. WORKING WITH OVER 300 HEALTH PLANS TO BETTER SERVE THEIR MEMBERS optum.com

45 SEGMENT AD EXAMPLES EMPLOYER 12.7 HERO AD TOOLKIT ELEMENTS KEEP YOUR EMPLOYEES WELL AND THE HEALTH OF YOUR BUSINESS WILL FOLLOW INVESTING IN EMPLOYEE HEALTH IS A LOT LIKE INVESTING IN BUSINESS HEALTH PROMOTING EMPLOYEE WELLNESS CAN ALSO BE DESCRIBED AS RISK MANAGEMENT HEALTHIER IS HERE These days, employers are in a unique position to influence the health of millions of people their employees. So we specialize in helping employers help their own. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. We provide tailored employee programs, benefits and tools designed to keep employees on the path to wellness. Because if a company is only as strong as its people, keeping them healthy is a great investment. optum.com WHEN EMPLOYEES FEEL BETTER BOTTOM LINES LOOK HEALTHIER

46 SEGMENT AD EXAMPLES GOVERNMENT 12.8 HERO AD TOOLKIT ADS MODERNIZING HEALTH CARE TAKES ONE POWERFUL TECHNOLOGY BACKBONE A MORE POWERFUL TECHNOLOGY BACKBONE PUBLIC GOOD MAKES HEALTH CARE A REAL HEALTHIER IS HERE To prepare health care infrastructure for the future across 40 state governments and 18 federal agencies, you start with a strong foundation. As a health services and innovation company, we power modern health care by combining data and analytics with technology and expertise. It s how we help build the backbone for more efficient health programs, Medicaid management systems, claims processing and call centers. Because we believe that every community deserves the world-class health care technology. optum.com

47 SEGMENT AD EXAMPLES LIFE SCIENCES 12.9 HERO AD TOOLKIT ADS TODAY S HEALTH CARE DATA DISCOVERY BECOMES TOMORROW S WHAT SOME CONSIDER BORING DATA EUREKAS WE THINK OF AS UNDISCOVERED HEALTHIER IS HERE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec aliquam tellus ac nunc pulvinar ullamcorper. Vestibulum quis turpis massa. Fusce nulla ante, imperdiet sit amet lobortis a, accumsan porta lacus. Duis ac suscipit mi, sit amet pharetra ante. Duis ut feugiat erat. Mauris at mi gravida, pellentesque nulla ut, rhoncus sapien. Vestibulum in risus at justo eleifend vehicula vel sed elit. Fusce nulla ante, imperdiet sit amet lobortis a, accumsan porta lacus. BIG DATA CAN ONLY BE MEASURED BY THE SIZE OF ITS INSIGHTS optum.com

48 DIGITAL EXAMPLES 12.10

49 OOH (ANIMATED) EXAMPLES 12.11

50 EVENT EXAMPLES EVENTS Events can be a great opportunity to leverage campaign elements, depending on the amount of available signage you re allotted. TRADE SHOW BOOTH LARGE EVENTS At events where branding space is abundant, whether it s an Optum event like the annual sales conference, or something like HIMMS, where the Optum booth has a large footprint, there are two impactful options to consider. 1. Repurposing an already created headline from the existing library that is relevant to the theme of the event. No additional copy is recommended in the case of using an existing headline. 2. Creating your own headline(s) and using them within the graphic diamond device. In either case, a headline contained within the diamond device can either be projected against a screen or printed right on the booth. At smaller events, you can still implement campaign elements like the Optum lockup with the campaign line Healthier is here.

51 EVENT EXAMPLES 12.12

52 EVENT EXAMPLES 12.12

53 EVENT EXAMPLES 12.12

54 EVENT POSTERS 12.12

55 GLOBAL MISSION VIDEO EXAMPLES 12.13

56 SALES CONFERENCE INTERACTIVE WALL EXAMPLES 12.14

57 SPONSORSHIP COPY EXAMPLE In a case where Optum is partnering with another company to help sponsor a program or event, the end goal of Healthier from the campaign line Healthier is here should be kept in mind in terms of naming that program or event, as well as the organization being partnered with. For example, Optum partnered with the Boston Celtics for a fan outreach program. In that case, the program was named Playing for Healthier. Playing related to the Celtics and Healthier to Optum.

58 13.0 CAMPAIGN Q&A

59 CAMPAIGN Q&A 13.1 HOW SHOULD I BE USING HEALTHIER IS HERE IN MY PRESENTATIONS, OR OTHER COMMUNICATIONS INTERNALLY AND/OR WITH CUSTOMERS? Healthier is Here is a campaign line and is used as a sign off in our messaging. Healthier is Here is not a corporate tagline and should not be used in powerpoint presentations or other internal communications. If you are creating external marketing communications, please reach out to Marcia Miller to discuss how to incorporate Healthier is Here into your messaging. SHOULD I USE THE DIAMOND TREATMENT FROM THE CAMPAIGN IN THE MARCOM THAT I AM DEVELOPING AND/OR MY DAY-TO-DAY WORK, PRESENTATIONS AND COMMUNICATIONS? The diamond is an advertising campaign element designed to help us contemporize the brand and differentiate our communications from our category competitors. We believe that it is a strong marcom device to also help us thread all of our marcom together. We encourage that the diamond treatment be used in all marcom so we have a consistent look and feel with customers. It will also help us get more recognition and impact from our marketing spend. The diamond should not be used in presentation templates or communications as it is not a corporate identity element. WHAT DO I SAY IF SOMEONE IN THE PRESS ASKS ME ABOUT THE CAMPAIGN? Per company policy, employees should not engaged directly with the press. Please direct all press-related questions or requests to Brian Kane and the Corporate Communications group.

60 CAMPAIGN Q&A 13.2 WHAT HAPPENS TO MAKING THE HEALTH CARE SYSTEM WORK BETTER FOR EVERYONE? Ultimately, making the health care system work better for everyone is still what we do. But, this is an internal description of our mission. To redefine our brand positioning, we needed a unique point of view on what we do, with a built-in customer benefit and a sense of humanity. ARE WE STILL USING GOOD FOR THE SYSTEM TAGLINE? No IS HEALTHIER WORLD A TAGLINE? Healthier World is not a tagline. It is an internal brand positioning and should not be used externally. This brand positioning will inform our external communications across employee communications, PR and advertising. WHAT DO I SAY IF SOMEONE IN THE PRESS ASKS ME ABOUT OUR NEW POSITIONING? Per company policy, employees should not engaged directly with the press. Please direct all press-related questions or requests to Brian Kane and the Corporate Communications group. SHOULD WE BE USING HEALTHIER WORLD IN OUR SIGNATURES? No. Healthier World is not a corporate tagline and should not be used in your signatures.

61 H E A L THI E R IS HERE