Whenever I take on a branding project, I begin by learning as much about the company and its clients as possible. For the purposed of furthering the brand, I focused primarily on the company’s target market.
Medicaid is the most extensive health program by enrollment and represents one-sixth of the national health economy. With 72.4 Million members it serves as the insurance safety net for the nation’s most vulnerable populations including children, the elderly and the developmentally challenged.
Cornerstone impacts these at-risk groups by partnering with states in dire need of savings to improve their Medicaid programs. Cornerstone uses patented solutions that both improve health for the population and also reduces costs.
Logo Design & Branding
I focused on carefully developing the brand and worked to set a robust creative foundation for the organization so as it ultimately scales, the brand grows with it.
When developing a brand and its style, it doesn’t matter what you like; it only matters what your target market responds to in the end. I knew Cornerstone’s target market was in government and with that came specific intrinsic values.
Both stability and credibility are essential when working with government agencies, so there’s not a lot of room for flashiness. Many feel that limits self-expression. I disagree, I appreciate the restrictions because it forces you to find creative solutions within the rules of the game.
When working at Cornerstone, from developing the brand to even the website, I found it refreshing to restrict myself based on my target.
I spent a lot of time researching the US Government’s design standards. Their standards are well-thought-out and documented as good as any tech company. So that became my rule book for the entirety of the Cornerstone branding project.
I knew if I could meet these standards when branding, then my target market would find some familiarity with them. After all, their internal apps, websites, and documents all followed this standard. If I want our audience to fill at-home with our presentation and our branding, then I needed to play along with everyone else in the space.
We went with a classic color scheme because blue would be the dominant color they would respond to most. I consulted Google Material’s colors palette for my individual color choices. Not only did I like their shades of blue, I felt restricting myself to a specific color library would create a stronger foundation for the brand.
The logo and branding guidelines serve Cornerstone well as they begin to grow. We’ve received many compliments on the logo as well as the overall presentation of the brand and values.
I look forward to working with Cornerstone in the future to further my branding work and impact more lives through the overhaul of Medicaid in this country.