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For 25 years, the strength of community has been the impetus fueling the work of Community Health Plan of Washington, in supporting Apple Health and Medicare Advantage plan members. Community can lift people up, keep them going, and make them stronger. With GA Creative leading the executive team through a rebrand, embracing the power of community became the driving force behind their brand as well.

With a desire to be bold, real, and meaningful, Community Health Plan of Washington tasked GA with changing the way the organization tells their story. The feeling was that the organization had been too humble in the past, and they were ready to stand up and stand out.

Grounded in a stakeholder survey, we developed a brand strategy that outlined target audience personas, brand attributes and a messaging framework. To put the brand into action, the creative solution uses the recognizable mark from the logo overlaid onto images of real moments, to show how the not-for-profit embraces the communities it serves. Black and white, journalistic-style photography adds a candid feel to moments captured, while using the logo mark in such a prominent way improves recall for the logo and connection to the organization.

With an internal rollout at an annual employee celebration, we wanted to introduce the new brand and get employees excited about it. It was an opportunity to explain how each and every touchpoint delivers on the brand and demonstrate what it means to embody the brand. The black and white theme punctuated the colorful brand mark, and served as a backdrop the internal brand video we wrote and directed to play on the big screen at the event.

The external launch followed on the heels of the internal rollout, as an effort to improve name recognition, shift perceptions and attract new members with brand videos, digital videos, radio, billboards, social videos, direct mail, collateral, and more.

In 2016, there was an all-time record high of 1,093 data breaches tracked in the United States, an increase of 40 percent over the previous year (Identity Theft Resource Center and CyberScout). Data and network security is a primary concern for businesses today. With cyber threats a moving target and hackers who are constantly evolving their strategies, it takes a strategic approach to prevent, detect, respond to and recover from breaches.

We had the pleasure of helping spread the word about a solution for businesses concerned about these threats: Microsoft’s Office 365 cloud-based productivity platform. Designed for security at every point, from physical datacenters to end-user access, Office 365 doesn’t just come with “set it and forget it” security features, but rather a solution that is constantly maintained and enhanced by Microsoft’s teams.

Microsoft enlisted us to help hone the Office 365 story for partners, IT administrators and business decision makers who are facing increasing threats of data and network security breaches. From messaging frameworks to datasheets, FAQs to presentation decks, newsletters and blog posts to infographics, we helped illustrate the threat landscape of cyberattacks and malware as well as the visibility, insights and proactive cyber defense techniques enabled by Office 365 to reduce the time and money organizations spend on responding to breaches.