The Well clinic Brochure Rebrand

This trifold began as a redesign of an existing piece. Despite content that evolved significantly throughout the project, the updated brochure was approved by Optum and UHG compliance, printed, and used actively by the clinic. When quantities ran low and a reprint was needed, it became the opportunity to update to Optum's new brand system — robust and well-documented, but built around Word and PowerPoint with no InDesign templates and no layered source files. As the sole designer, every asset was interpreted and built from scratch against an extensive set of brand rules with no production shortcuts.

The Well Clinic Trifold Brochure

Client: Optum / UnitedHealth Group
Designer: Val Sablin, Principal Designer – SAVA Creative

Overview:

A ground-up redesign of the Well clinic trifold brochure for Optum — rebuilt for clarity, flow, and brand alignment across two major rebrands. This C-fold layout organizes complex healthcare information into a clear, approachable format, balancing Optum's corporate professionalism with an inviting, human touch. Approved by compliance.

Design Objectives:

This project involved significantly more than layout work. When the engagement began, Optum's InDesign brand library didn't yet exist — their only templates were built for Word and PowerPoint. Every InDesign asset had to be constructed from scratch: paragraph and character styles, table styles, nested master pages, and variable elements. Provider photography was formatted and cut out by hand to create the domed vignette treatment, then reworked again when Optum introduced a new dynamic "O" branding look with assets delivered as flat PNGs.

Challenge:

Midway through the project, Optum launched a second rebrand. New typography, updated color standards, and revised brand rules — including the retirement of Optum Navy from the palette — required a full audit and update of everything already built. No off-the-shelf templates existed for the new system.

Outside:

Inside:

Reference to my original redesign, a transition from an outdated Z-fold to a C-fold layout:

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