ExpressScripts Pharmacy

ExpressScripts pioneered at-home medication delivery in 1986. But with mostly a behinds-the-scenes role as far as the average consumer experienced (ExpressScripts acts a benefits manager via consumer-facing insurances), most folks didn’t know about this innovative history or everything beyond benefits management the company offered, like 24/7 access to on-call pharmacists.

As the company prepared to introduce its consumer-facing pharmacy to the public in a big way for the first time, we were tasked with giving it an identity that respected the brand’s legacy and expertise and enabled it to connect with people authentically: as a care force that, year after year, moment after moment, brings that special empathy, expertise, access (or all of the above) that is the “x factor” when it comes to your health management. The x of ExpressScripts become our hero element, which morphed to highlight, guide, or celebrate throughout the experience. As Creative Director of the ExpressScripts Pharmacy brand identity development and launch campaign, I co-led the brand into its next chapter from strategy to concept to realization, answering big questions along the way: How do we emotionally connect without undermining our technical and scientific stature? How do we celebrate our people, including our pharmacists? And what does a new brand identity mean for our digital experience and innovations going forward?