Health insurance is famously frustrating—and for good reason. It’s confusing, outdated and anything but transparent. Bind (now Surest Health Plans), a UnitedHealthcare company, set out to change that with an on-demand model designed to give consumers more flexibility, clarity and control over their coverage.

We partnered with Bind to shape their brand from the ground up—starting with strategic positioning and bold, straightforward messaging rooted in simplicity. From there, we built a full creative platform to launch the brand with a refreshingly clear, consumer-first approach built for growth in a competitive market.

The work for this launch campaign spanned brand strategy and narrative, sales tools, marketing materials, website and video content—all focused on cutting through the noise with confidence and clarity.