Strategy | Tactics | Solution: Unison Health Plan prides itself on its orientation toward putting people first. Their welcome package needed to convey a feeling of inclusivity and warmth regarding new members to fulfill that brand promise. While the heavy-copy approach provided a sense of comprehensive care, the warm smiles and easy-on-the-eyes color palette of all the pieces offered the sense of comfort, caring and confidence that Unison’s patients might experience when visiting a physician’s office. The Unison marketing team shared the approach readily within the company, with minimal changes before launching it into the marketplace, where it was (anecdotally) equally well received.