For its Southern California flagship in East Hollywood, Kaiser Permanente sought a member-centric campaign, combatting the perception of a lack of choice by highlighting independent choices within the system.
Inspired by sports marketing, I created a system of posters highlighting key choices available with the provider. Each poster features a common “Your _” expression, giving the viewer an immediate feeling of empowerment as they are zipping through the campus. Support copy combines both literal and figurative interpretations of the phrases to playfully ground the message, delivering a more precise message to those who frequent the campus and come across the campaign in waiting areas.
I conceived three separate messaging systems based on the brief, each taking a unique angle at the project challenges.