In 2017 Aetna established a new brand strategy to begin their transformation from a health insurer into a health company. After undergoing a rebrand, the company still needed to apply the new look and feel to their website and digital assets. The internal agency at aetna overhauled the commercial site to better connect it to the companies new brand strategy, while focusing on users first and ensuring they get simple access to their healthcare needs. The team also established a visual design system within AEM with the intent of easily scaling the new look an feel across sites enterprise-wide.
With the print guidelines for the rebrand as our starting point, we evolved the look for a digital setting, ultimately landing on something that was surprisingly organic and editorial. We focused on leveraging white space to draw the eye down the page, reinforcing the brand vision of committing to join members on their journeys to their health goals, whatever those may be.
Once aligning with our brand partners and key stakeholders throughout the marketing organization, we then applied the new look and feel into a flexible, fully responsive and scaleable design system that puts our customer at the center.
The design team worked as an integrated part of the Marketing & Technology Scrum teams to build the design vision into an expansive set of custom branded reusable components. The design system was then applied across enterprise branded sites supporting commercial and government product lines, allowing for brand and messaging consistency across business lines as well as the ability for timely updates. In addition, the design team created and maintained library documentation for all elements to enable both content authors and designers to be easily able to jump in and take on additional page creation. as the site continued to evolve.
