Express Scripts Case Study
User and Competitive Research | Brand Strategy | Style and Content Guidelines | Writing and Editing | Team Management and Oversight
Express Scripts Pharmacy
Express Scripts, a major healthcare player since 1986 and the first pharmacy to pioneer prescription home delivery service, had a problem: despite deep market saturation, the company had an inconsistent, outdated brand identity.
GOAL: Create a new verbal and visual brand representative of the dedication and “you first” approach at the core of Express Scripts.
BRANDING: As part of R/GA’s Brand Design & Consulting group, I led day-to-day creative, partnered closely with cross-departmental leads, developed strategy and conducted qualitative research, managed teams, and worked hand-in-hand with the client to anticipate and respond to scope adjustments, provide brand education, and organically strengthen our relationship. In the end, I was proud to shape a happy, long-lasting client partnership as well as deliver an approachable, modern brand (and comprehensive playbook) that reflected Express Scripts’ heart and humanity.
Deliverables
Visual and Verbal Brand Education Modules
Qualitative Consumer Research
Refined Brand Strategy
Robust Brand Playbook, Complete with Brand Character, Manifesto, Voice, Messaging Themes, Custom Tools, and More
Repeat Client Work (Video): Treatments and Scripts/Storyboards
BRAND EXECUTION
Logo/wordmark animation showcasing “the X factor”—that extra spark Express Scripts gives its customers—via the X mark.
Playbook guidelines for usage of the X mark.
Visualization of a future state of the Express Scripts app fully incorporating the new brand and experiential design for the X mark.
