Visual Brand Identity & Execution for DirectPath

Creating a direct path to branding success.

THE DIRECTPATH DIFFERENCE

The path to becoming an industry leader was clear: establish a visual identity that is strong, recognizable, and uniquely theirs. DirectPath guides employers and brokers through the healthcare system with a cohesive suite of year-round services to reduce cost and increase benefits engagement.

With multiple audiences, it was important to develop materials that spoke to each, in addition to crafting an overall brand presence. We worked together to create a full suite of branded materials so they’d have what they need every step of the way.

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SOLUTIONS

Website Design & Development

When two distinct audiences are landing on one website, it is important that you make each user type feel equally at home. Our homepage design uses photos to send a visual message, but relies on a concise headline and two clear entry points labelled “For Employers” and “For Brokers” to quickly drive people where they want to go. For those who choose to linger, we bring in thoughtful copy, interesting statistics, recent testimonials, and timely information. Their thought leadership pieces are well-known in the industry and have a prominent place in the resources section.

Responsive Design

In addition to the desktop design, Jackrabbit developed a fully-featured responsive design so that clients can access resources anytime, anywhere.

Marketing Collateral

DirectPath routinely publishes a wealth of ebooks, case studies, whitepapers, reports, and other thought leadership pieces. We take their expertly drafted content and design professional, yet accessible, pieces, establishing a consistent look and feel across all materials.

Lead Generation

The ever-evolving world of healthcare benefits and plan administration can be confusing and difficult to understand. We designed the “Shine a Light” campaign to encourage prospects to submit their information in exchange for helpful tips, tricks, and content–and a nifty ring light too! An extensive email campaign assists with driving traffic to the main landing page where users can find a hub of resources.

Direct path Shine a light website screen

Animated Videos, Emailers, and Infographics

We created a series of approachable animated videos and infographics that help to address otherwise perplexing healthcare topics in a more relatable way.

Advocate Video

This video tells the story of “Paul”, a typical member who receives medical care but then is blindsided by hefty medical bills. The video explains how working with his DirectPath advocate eases his burden, saves him money, and doesn’t leave him feeling lost.

I have had the pleasure of working with Jackrabbit Design for more than 15 years. Jackrabbit continually delivers on creating, managing and implementing our vision on time and on budget.

Working with the team is effortless. They quickly grasp concepts and accomplish projects with little revision. The talented team is not only creative and imaginative but dedicated and determined. They truly are an extension of our team.

Petra Marino DirectPath