Aetna, one of the leading insurance companies in the US, required full suite of sales and enrollment materials for their line of Long-Term Care insurance products. This would involve not only developing the materials necessary to sell to sponsor companies and conduct enrollment meetings for employees, but would require defining the the sales and enrollment process as well.

Aetna came prepared with more than just the request. At our first meeting, they were armed with a creative brief and scope of work. They were clear about what they wanted and that my team’s role was to execute on their direction. This was an unusual situation for my team, and we tread lightly with any questions or pushback.

The resulting kits, according to client feedback, worked successfully to generate business. However, I can’t help but feel the pain of any potential participant having to sit through an enrollment meeting and digest the unavoidably complex insurance information delivered via such overly colorful designs and dense typography crowded onto so few pages. The majority of my time during this initiative was spent organizing information so that it could be presented in a logical and chronological order. Cost concerns and the necessity for digital variable printing caused reductions in page counts that inevitably made the final design an overcrowded, visually dense, and almost unfriendly to interact with, in my humble opinion. The client was satisfied with the work, and its performance, but this is not a piece I usually include when showcasing my work.

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