UnitedHealth Group, the parent company of global giant UnitedHealthcare, faced a challenge of approaching a comprehensive brand strategy for Optum, their healthcare services side of the business. Their complex problem of how to brand their multi-faceted organization came up with a simple solution. As team lead, I was responsible for developing and concepting the principal concept, tone & voice, positioning statement, brand persona, tactics, and core messaging. My teammates and I collaborated to use this brand foundation to develop a roadmap to success and example collateral.