Navigating a Merger with Strategic Brand Reinvention

A strategic merger leads to a robust managed care presence in Wisconsin, powered by a unified brand identity and website transformation.

The merger of My Choice Family Care and Care Wisconsin presented a complex challenge: blending two distinct brands with deep-rooted histories and values into a single cohesive identity that could resonate with their audience and maintain their strong community presence.

Responsory leveraged its Direct Branding process to undertake a comprehensive brand review, leading to the creation of “My Choice Wisconsin.” This new identity harmoniously combined the two organizations’ names, logos, taglines, and color schemes into a single brand that preserved the essence of both predecessors. A meticulously crafted brand style guide facilitated the consistent application of this new identity across all collateral and the revamped website.

• The website features accessibility tools like text size adjustment and contrast options, making it user-friendly for diverse visitors.
• It boasts an intuitive menu structure, enabling straightforward access to vital information on its offerings and services.
• The site actively fosters community interaction through updated news, events, and personal stories.
• Designed with the user in mind, it ensures a smooth experience for members, providers, and potential enrollees.

The rebranded website emerged as a testament to the merger’s success, offering streamlined navigation and improved user accessibility. The integration of a fully automated accessibility solution not only ensured ADA compliance but also signified the merged entity’s commitment to inclusivity. This digital transformation not only reinforced the new identity of My Choice Wisconsin but also set a new standard for online user experience within the managed care sector.

* 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.