AetnaOne brand guide

The objective was to leverage the Aetna brand strategy and visual identity to better communicate the premium nature and value of the overall Aetna One offering. Aetna One is Aetna’s suite of integrated health and productivity solutions that has three levels of benefits including Core, Enhanced, and Premier. The highest tier of Aetna One delivers premium level servicing (Concierge) as well as robust clinical support and benefits integration. Strategy and Tactics: To help drive the premium look and feel and create a well defined signature for AetnaOne, the brand direction included a limited color palette that expressed a sense of quality and elegance; used complementary photography that conveyed premiums while also appealing to Aetna One diverse audiences.

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