CAQH

We helped CAQH to rebrand their organization to better communicate the teamwork, innovations, and positive impact of the corporation. Instead of photography, we chose a world-class illustrator, David Cutler, whose sophisticated metaphors could express the company’s value and leadership.

Scope: Custom Illustrations, Interior Graphics, Stationery, Annual Report, Brochures, Data Sheets, Fact Sheets, Print Advertising, Digital Advertising, and Brand Standards

Custom Illustrations

The first series of custom illustrations created by David Cutler. Some of the themes that were illustrated: accelerate, streamline, collaborate, and many-into-one.

Interior Graphics

One of our first projects was to create large four-foot panels for CAQH’s office interiors. We used all nine illustrations. David’s use of color and whimsical characters created a friendly and approachable storybook feeling within the corporate office space. The panels could be viewed purely as art, but the conceptual element made each panel involving. Each panel expressed one of CAQH’s key branding words, such as: many into one, accelerate, and collaborate.

Stationery system

To create some fun and variety, we asked each employee to choose the illustration they would like for the back of their business cards. The other elements—even the mailing labels—had a different illustration, rounding out the newly printed system.

Annual Report

A 24-page annual report, with the new illustrations and copy tone, articulated the new mission and vision statements. The perfect-bound book was digitally printed as a small run for employees and board members and was used as a recruitment tool for the non-profit.

PowerPoint

A new look based on the design and illustrated elements created during the rebranding process. Colors were assigned for each of the business products.

Brand Standards

The 32-page guide covers fonts, color palettes, logo usage, mastheads, artwork, stationery, fact sheets, brochures, PowerPoint, and trade booths.

Advertising

Large scale advertising to help promote the trade events for CAQH.

Web

Responsive web design combined the original series and newer illustrations, showcasing their key products: Solutions, CORE, and Explorations.

Custom Illustrations (Part II)

The second series of illustrations was produced about a year after the original custom illustrations. This new direction continued to elaborate on additional key themes—further expanding their new branding and adding to their image library. The themes included impact, convene, innovate, and standardize. To convey these concepts with photography would have been extremely difficult, so using illustration became a natural way to explore and articulate these nuanced concepts.

For our new branding effort, Robert suggested we pursue a novel approach for our non-profit healthcare alliance. We utilized a series of conceptual illustrations, created expressly for us. As the illustrations were delivered, we knew instantly that we had something unique and special that is now at the heart of all our branded elements. The illustrations are on the CAQH website, in our marketing materials and advertising, and they are even the art on our office walls. The branding has been received very positively—especially internally. Our staff is so glad we are finally depicting our organization in a way that is new and inventive!