Kaiser Permanente
Rebranding | Strategy | User Research


As the largest nonprofit health plan in the United States, Kaiser Permanente is renowned for its tight integration of clinical services with healthcare insurance . My rebrand strategy moves Kaiser into a more accessible and connected brand. It curtails the distance between people and Kaiser. Also I created a new philosophy, ICARE, for how Kaiser can serve all people, both for members and nonmembers alike.The acronym ICARE stands for integrity, connection, respect, and enthusiasm. "ICARE"  advocates people to love themselves as a priority, mentally and physically—self-caring with our advanced, accessible platform.