Overview
Oxbridge Health launched a new category of health insurance called Episode Benefit Plans—a product offering “provider choice and cost efficiency.” Tenth Mountain developed the complete visual identity and brand system needed to introduce this innovative offering to market.
The Challenge
Episode Benefit Plans represented a genuinely new approach to health insurance, but the category was unknown to consumers. The brand needed to communicate what differentiated this product while breaking away from conventional insurance imagery that consumers find dated and uninspiring.
Services Provided
- Brand Strategy & Development
- New Product Launch
- Creative Strategy & Development
- Content Strategy & Production
Strategic Approach
Brand Direction
The team developed branding that:
- Breaks away from conventional insurance industry imagery
- Emphasizes flexibility, personalization, and optimized care journeys
- Features a vibrant yet trustworthy color palette
- Includes dynamic graphical elements representing the episodic nature of coverage
- Communicates innovation without sacrificing credibility
Visual System
Created a distinctive brand system featuring:
- Modern logo and wordmark
- Sophisticated color palette balancing vibrancy with trust
- Dynamic pattern system representing care episodes
- Comprehensive typography and imagery guidelines
- Flexible application across digital and print touchpoints
Messaging Framework
Developed clear, compelling messaging explaining:
- How Episode Benefit Plans differ from traditional insurance
- The benefits of flexible provider choice
- Cost efficiency advantages
- Personalized coverage approach
Results
A complete brand system launch that successfully introduced a new insurance category to market. The branding communicated both innovation and trustworthiness—critical for a financial product. The visual distinctiveness ensured Oxbridge Health stood out against incumbents while the clear messaging helped consumers understand a genuinely novel offering.
The project exemplified how strategic branding enables market entry for innovative products by making the unfamiliar feel accessible and trustworthy.