Oscar

Oscar helped spark the modern healthcare movement in 2014, but by the time they were preparing to go public in 2021, the space had become crowded with lookalike brands. In the year leading up to the IPO, we worked closely with their internal creative team to help strengthen and clarify the identity for a wide spectrum of audiences – from first-time buyers to Medicare members. The system needed to stretch across sub-brands, product tiers, and many different types of communications, all while keeping a warm, human tone in the photography and overall expression.

To bring that cohesion to life, we developed a refined, whimsical illustration style that introduced clarity and ease while still respecting the complexity of healthcare. It flexed from large campaign moments to product screens and onboarding flows as well as art direction and physical product photography The updated brand helped Oscar show up as a unified, expansive brand at a pivotal moment – helping the company enter the public markets with a sense of confidence, consistency, and renewed energy.