Update: With kids starting to go back to school especially during a pandemic, it was the perfect timing to create a new tip. The creation of this tip was quick and met with few revisions. It was even approved by our Chief Medical Officer for posting.
The COVID-19 Pandemic completely halted the entire world. In March 2020, Affinity Health Plan transitioned to remote work. We wanted to provide helpful tips to our members to help get through this pandemic that affected everyone. We also wanted to be the FIRST healthcare company to help our members since New York was the epicenter of this pandemic in the United States.
Our Director - Marketing Communication Services did research on what we could use as tips to post on our social media platforms and website. Looking at the CDC website as a resource, we were able to gather information to create a wide set of tips that were and still being created throughout this pandemic.
Our Lead Graphic Designer created the initial template for this project. Once it was approved, I was given the rest of the tips to layout and design. My goal was to make sure each of the tips were represented with the proper imagery. In total, we have shared 8 various tips to our members via social media and the affinityplan.org website.
We are continuing to create and share tips to our members throughout the rest of this pandemic.
Update: With its positive response, Affinity’s Marketing Communications and Brand Advancement teams submitted all of the campaign components to the 36th Annual Healthcare Advertising Awards, the nation’s premier healthcare marketing and advertising competition. In celebration of its launch a year ago, the campaign received national recognition at the 36th Annual Healthcare Advertising Awards, placing in every single category that we competed in. The You First Newspaper Advertisements and Brochure won SILVER in the Newspaper Advertising-Single and Brochure categories. I’m super excited with the work I put out as part of this campaign as well as the rest of my fellow MarComm team members!
In May 2019, the Marketing Department, with assistance from the Community Engagement and Human Resources Departments, hosted the You First Brand Day in the corporate office and at selected Community Service Centers, marking the internal launch of Affinity’s new brand campaign. In July 2019, the You First campaign was officially launched to the public through various events and promotions.
Once it came time to officially launch the campaign, I was given the task to create the various newspaper advertisements in the You First campaign. Affinity Health Plan is partnered with 6 various newspaper companies. Those companies are Daily News, amNew York, Newsday, The Journal News, metro, and El Diario. It was decided to provide each of the companies with 3 various advertisements so that each design can be swapped around during each print.
The You First Brochure was meant to emphasize Affinity’s focus and commitment to our employees, members, providers and the communities we serve; to show that we care about what they care about — better health, stronger families, and more vibrant communities. All I was given was some copy and an example of how the brochure was to look like. I was given full range to layout the copy and imagery in the best possible format, but to make sure it told a story through smooth transitions when looking through the brochure.
I had created 3 different variations of the brochure from copy placement to image selection. Once the variation was selected, the brochure went through 10 revisions to ensure that the copy was reviewed, imagery reflected the copy in each panel and it was submitted and approved by the New York State of Health. The You First Brochure was finalized on April 25, 2019 where it was sent out for print.
I am proud of the work that was created in the end to get the word out to the people of New York about Affinity’s new campaign.
This year, I was given the opportunity by the Brand Manager our Essential Plan product to design the new look and feel for the 2019-2020 EP Open Enrollment. In previous years, they design was kept pretty similar throughout the multiple products Affinity offers. I wanted this look and feel to be completely different from what Affinity has done before.
When talking with the Brand Manager, she talked a lot about having movement since this year the slogan was “Live Out Loud with the Essential Plan”. When looking for imagery, I looked for people who were outside, dancing and just being active. I knew though that I had to also make sure the text would fit around the movement of the person. I also wanted the background imagery to really focus on New York itself. I then decided to silhouette the person and place them on a new background.
Doing this really bought what the vision for the campaign together. The look and feel were then used throughout our different advertising pieces from newspaper ads to billboards and even animated digital advertising done by another designer.
Affinity Health Plan’s first major event of each year for the community is Spring Fling Family Fun Day.
For 2018, the Community Engagement team, with the help of Marketing Communication, wanted to refresh the look and feel of the event with something that was funky, fresh and fun.
I was given the opportunity to come up with the new look and feel for Spring Fling.
To bring the vision of funky, fresh and fun, I had created a few design variations that resembled grass fields, a texture that resembled asphalt, colorful and vibrant flowers and a few fonts that showed movement. The client then selected to go with a combination the texture and using an overlay of green for the background. I then had to think of colors for the text that would help bring people’s attention. Fun fact: Yellow is frowned upon at Affinity Health Plan, but for this event and rebrand it was the only exception since it was subtle.
Once the look and feel was approved and finalized, it was then used to creating promotional materials like fliers, social media posts and web slider. It was also used to create a stage banner.
I am proud of the work I created in this rebrand as it was my first lead project at Affinity Health Plan.
For the past 3 years, Affinity Health Plan hosted a summer event called Summer Bash.
For 2019, Summer Bash was now rebranded to Summer Block Party. I was given the task to come up with a look and feel for this new event. I wanted the design to catch the person’s attention and to feel that you were at a party having fun.
I decided to silhouette out the people and outline them in a different vibrant color. I did the same treatment with the buildings, but I took a step further and spot colored each section of the building.
For the title, I decided to resize each letter individually, gave each one a shine. To make it not blend in with the buildings, I duplicated the lock-up, fill it black and off-set it to make it pop.
This was then applied to fliers, digital advertisements, newspaper advertisements and much more.
At Affinity Health Plan, one way we reach our members is through web, more importantly social media.
We post about upcoming holiday’s, office closures, monthly awareness and in-house events all to help promote Affinity Health Plan. We also use social media to help promote our various blog postings.
All postings are done via Facebook, Instagram, Twitter and LinkedIn.
