'Let's Talk Health'
OE Campaign

As Creative Services Manager, I led the creative strategy and visual identity system for Covered California's "Let's Talk Health" Open Enrollment initiative—a statewide health literacy campaign designed to reach uninsured Californians across diverse communities. Despite record enrollment, eligible Californians, particularly those who spoke English as a second language, believed health insurance was too expensive or too complex. The challenge was to create an approachable, trustworthy brand that could break down these misconceptions and work seamlessly across multiple media markets statewide.
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I spearheaded brand development by collaborating with Covered California's Communications, Marketing, and Website teams, alongside freelance artists, to create a visual language embodying accessibility and empowerment. The creative strategy centered on a warm, conversational brand system that removed healthcare's intimidation factor. I directed culturally authentic, multilingual collateral that went beyond translation, applied health literacy best practices to visual hierarchy, and created a flexible brand toolkit adaptable to libraries, community centers, and regional events while maintaining consistency.
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Over three months, I managed creative production across website development, multilingual print materials, event collateral, environmental branding, and brand guidelines for consortium partners and library branches statewide. The "Let's Talk Health" brand helped drive over 1,200 media hits and contributed to record-breaking enrollment of nearly 2 million Californians, establishing a sustainable visual system for Covered California's ongoing health literacy efforts.

Check out the landing page here: www.coveredca.com/lets-talk-health