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prescription home delivery service, had a problem: despite deep market saturation, the company had an inconsistent, outdated brand identity.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, Rachel 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, she 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.

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.

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