Solstice Case Study

May 28

One brand, four audiences, and a very low tolerance for off-brand PowerPoints.

Overview:

For seven years, I led creative at Solstice, a dental and vision benefits company within UnitedHealthcare. I owned the brand across brokers, members, providers, and HR teams, and in 2021 I hired and began managing a designer to grow the team.

Snapshot

Role: Senior Designer (2021 to 2026), Brand Identity Designer (2019 to 2021) | Scope: brand identity and governance, campaigns, UX/UI, presentations, motion, email, copywriting | Partners: marketing, sales, client services, legal, underwriting, and RFP proposals

The Challenge

Solstice was growing into new markets and product lines faster than its brand could keep up. Four audiences needed four different conversations, and every new deliverable was another chance for the brand to drift.

The Approach

A brand that holds up. Led a full company rebrand and wrote the 35-page Corporate Brand Identity Guide, then backed it with a Figma component library so the rules lived in the tools, not just a PDF.
Systems for everyone else. Built a SharePoint asset library, template sets, and quarterly brand newsletters so sales and client services could find approved materials on their own.
Campaigns with range. Concepted and produced campaigns for every audience: direct mail, paid social, display, landing pages, hand-coded HTML email, and video from 30-second spots to 4-minute explainers.
Digital that reduces friction. Led UX/UI for the MySolstice mobile app from discovery to high-fidelity prototype, and designed the Phoenix Union onboarding microsite that cut support questions from anxious new members.

The Results:

6+ portal launches for state, county, school district, and union clients | RFP finalist decks that helped win new accounts | One brand guide, 50+ templates, zero excuses for going off brand.