TELUS Health • 2023
global brand launch
Brief:
Social ads and display ads showing in US and UK, NL, AUS and NZ. For stage 2 of our global brand launch, I was asked to come up with multiple concepts to introduce the TELUS Health brand. They were to target employers and providers and convey that we are a healthcare organisation supplying these audiences. Scale and trustworthiness were the key aspects we wanted to show.
Approach:
I focused on strong lifestyle imagery as this is the cornerstone of the TELUS Health brand and allowed us to easily change the ads per region to feel locally relevant - a key goal of the campaign.
I really wanted to go for a collage design as seen at the top, TELUS Health is a holistic healthcare provider supporting an employees mental, physical and financial wellbeing. A collage helped show a company bursting with all it has to offer. With collage being so on trend, I also thought it would modernise the branding and add some dynamism.
Concept development
Ideas put forward
Production
Production of social and display ads for 5 regions in 3 languages.
Outcome:
Unfortunately, we instead went with the window designs that highlights a mixture of nature imagery and lifestyle imagery. The venn diagram option was also A/B tested for provider audiences as it helps show the way TELUS Health, represented by the signature gradient rings, connects healthcare providers and consumers.
The campaign was a very successful, not only providing great engagement rates, but helping design a new visual direction for future ad campaigns.
