UCare is a nonprofit health plan serving members across Minnesota and western Wisconsin. Loved by current members yet overlooked by the broader market, the brand suffered from low awareness, misconceptions about who it served, and a visual identity that no longer reflected the warmth and inclusivity of its mission. In a category dominated by cold corporate giants, UCare needed to show the world the real people and teamwork behind its human centered approach to care.

The objective was to modernize the brand and create a friendly, distinctive identity that felt welcoming to new members while honoring the trust UCare had built over decades. We focused on the qualities that truly set UCare apart: their advocacy, their community partnerships, and the genuine dedication of the people who go the extra mile for members every day.