To differentiate itself in a crowded space, eHealth rebranded in 2023. This new direction introduced a spokesperson named Eve and an emphasis on advocacy, transparency, and helping customers make informed healthcare coverage decisions. My focus was to bring the new identity to life through a homepage, landing pages, and microsites that reflected these principles. With the majority of its customer base being over 65, accessibility was a key driver. The result was a simplified design language that prioritized key actions and guided attention through concise messaging, prominent CTAs, and intuitive design.
Meet Eve
The Hero section
The Hero section
Her smile is warm and friendly. Her posture is relaxed and approachable. The negative space above her intertwined fingers forms a subtle heart. Eve's here to help, but is not a pushy salesperson.
Trust & Transparency
Ratings, reviews, and value props
Ratings, reviews, and value props
The Better Business Bureau, Trustpilot, well-known insurance carriers, and helpful tools are prominently displayed so beneficiaries know they are being taken care of, not taken advantage of.
eHealth Desktop Homepage
"New to Medicare" microsite
Americans who are about to turn 65 have lots of questions about Medicare coverage. This microsite provides free, tools, resources and articles
Real help. Real people.
The Hero section
The Hero section
eHealth's TV spots feature real customers interacting with real advisors. Continuing this theme, we featured real customer images on landing pages and social media content.
New to Medicare Desktop
