As complexity and fragmentation deepened inside one of the country’s most influential health care organizations, UnitedHealth Group needed a stronger, more unified foundation for brand and marketing to operate at scale.

Hunt Adkins was brought in to identify where misalignment was impeding growth and where strategic gaps risked future relevance. Our focus: the highest-impact issues across enterprise messaging, employer brand and consumer engagement.

We developed a scalable brand framework that aligned siloed teams around shared objectives, then launched a new employer brand campaign to unify culture, recruiting and leadership messaging. We prioritized the creation of messaging systems, social playbooks and full photo and video asset libraries to bring consistency and clarity to every touchpoint.

Our work also included campaign strategy and creative for tools like the Health Care Cost Estimator—paired with a channel-specific social strategy to reach brokers, consultants, internal teams and consumers. The result was a foundational system that helped UHG show up with confidence, cohesion and strategic clarity across the business.