Optum

Data & analytics sat inside Optum Insight as a “feature,” not a company-wide story. The generic label buried a true differentiator and missed the chance to unify a complex portfolio around one promise of intelligence.

Instead of marketing another division, elevate the capability itself. By naming and codifying an ingredient brand—OptumIQ—we could light up intelligence across every product, service, and experience in the Optum ecosystem.

We mapped the category and competitive signals (e.g., Watson’s stall), interviewed stakeholders across payer, provider, government, life sciences, Rx, and consumer, then ran an all-day workshop to align claims and architecture. We defined OptumIQ as a “super brand” nested within the master brand, built a messaging framework and visual/ verbal guidelines, and developed proof-of-concept assets to drive internal adoption and inform launch communications.

OptumIQ moved from idea to enterprise standard—adopted across five P&Ls and used consistently in internal and external communications. The launch campaign clarified how intelligence powers the portfolio, earning enthusiastic internal uptake and market excitement.