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Create a fresh, more urban and "edgy" look embodying EmblemHealth's people and neighborhood-centric philosophy. Emblem is in and of New York. It's their unique point of difference and it's the message of this book.
The concept of "YOU" and "US" being the same was where we started. The question was how do we visually show that? Then it came to us in a flash on seeing that the letter "U" was the common link in the words. So, we die cut the cover "U" to overlap with the "U" in "US" on the inside front cover. A simple but powerful message—"We are you. You are us." Additionally, the cover just saying "YOU" on the ocher ground (which is their primary corporate color) immediately says this report is about you, our members, providers and partners. Inside, the book opens with a series of spreads with single, dramatic images and the litany of: "We live where you live...We work where you work...We'll be here when you need us...We care for you."
The book was very well received. Everyone thought the simple cover was intriguing and invited the reader to open it and see what was meant by “YOU” and this curiosity was enhanced by the die cut. This project was a milestone in our relationship with Emblem, proving we could deliver a cool, less traditional concept while maintaining the “quality” look of the brand. Since then they trust us even more than before and have given us even more latitude to be creative, which is a good result indeed!