Brand Identity

Creative Direction

Art Direction

Motion Design

Getting older doesn’t have to feel scary or intimidating. Keen is a free service that connects aging adults to licensed Medicare advisors to help them make their selection of healthcare as easy as possible. Keen takes the stress out of selecting the best plan while maximizing benefits. The process is simple, transparent and feels-well-new in a staid, antiquated industry.‍

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LOGOTYPE We created the Keen logo to symbolize the brand’s commitment to getting you from point A to point B in the Medicare selection process.

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DESIGN SYSTEM Choosing a Medicare plan is often difficult, tedious and frustrating. We developed a design system for keen that targets these preconceptions and shows how keen is different. Beliefs are annotated with a hand-drawn design system. Retirement is an exciting and rewarding period of a person’s life. To express this we selected photography that feels fresh, exciting and bold, setting keen apart from its competitors.

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enrollments completed through keen guides in the companies first six months.

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APPLICATION To launch keen, we developed the brand narrative, as well as their marketing website, enrollment experience and advertising campaign. To help tell keen’s story for years to come and drive customer acquisition, we provided them with a brand manual with guidelines for design, copy and marketing.

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