Pennie
Giving health insurance a
"red-tape-ectomy"
We recreated the search for quality health coverage so it's refreshingly pain free.
The Challenge
Build a brand from scratch —
then launch it during a pandemic.
If you don’t get healthcare through your employer, finding affordable coverage can be, let’s be honest, excruciating. Complex websites, confusing language, and high costs drive people away from the insurance they need. That’s why Pennsylvania established its own health insurance marketplace, offering a much more pain-free process.
But first, the marketplace needed a brand. A name. A website. And a story that people could embrace. We started with deep research across the Commonwealth, using the insights to launch Pennie with a catchy name and user-friendly website that quickly delivers customized coverage options. Just five years into our relationship, Pennie enjoys a memorable, trusted brand with 47% unaided awareness throughout Pennsylvania.
Brand Strategy
Message Development
Pennie's Mission
We started a brand-new state agency FROM SCRATCH, then in swoops Bravo Group with research, focus groups, branding, messaging, website navigation, commercials, even a dash of ‘here’s how to explain this to your Board of Directors.’
The evolution from the extremely formal “Pennsylvania Health Insurance Exchange Authority” to the hip, approachable Pennie® is due largely to the collaboration and partnership with Bravo Group. And aside from the great work, they’re great people to work with.
Website Design
Stop Looking Over Your Shoulder
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