Merger Combines 2 Powerful Brands and Boosts Managed Care Footprint in Wisconsin

Client: My Choice Wisconsin

When My Choice Family Care and Care Wisconsin merged in January 2020, they faced a daunting challenge: combine two individual entities with strong histories of care and service to the members and communities they served. They turned to Responsory to provide new a brand identity and a renovated website that reflected the merger of the two highly respected organizations. With other My Choice Family Care projects in its rear window, Responsory was up to the challenge.

As a first step towards building a solid foundation for the new identity, we applied our Direct Branding process to conduct a brand review. The resulting recommendation included an approach that fused the two brand names to underscore their existing name recognition: My Choice Wisconsin.* We developed a new logo, tagline and color palette that retained some of the existing qualities from both brands. With the approved identity and color palette set, we developed a brand style guide and applied it to their collateral and new website.

Once the new brand was established, we rolled up our sleeves and set to work to merge their two existing websites. Our digital design and workflow process guided our website development and recommendations for site improvements and enhancements. The resulting website features streamlined navigation, easy-to-locate contact information and the implementation of a fully automated accessibility solution that ensures ADA compliance.

*A homegrown non-profit, My Choice Wisconsin works collaboratively with local agencies and health care providers to ensure its members have ample choices and high-quality support and services from a diverse network. My Choice Wisconsin serves nearly 40,000 members in 55 counties and offers Family Care, Family Care Partnership, Medicare Dual Advantage, Medicaid SSI, and Badger Care Plus.

“The website looks fantastic! Everyone from the Board to the employees loves it. There’s no comparison to any other MCO websites.”

– Maria Ledger, CEO, My Choice Wisconsin