Drawing Brand Inspiration
from CA for CA
CHOICE Administrators, one of California’s leading providers of benefits plans for small businesses, challenged Modera to build a creative campaign that highlighted the brand’s unique differentiators from other healthcare insurance providers. Modera focused messaging around business owners having the capability to give their employees the power to choose benefits that best fit their individual needs. Recognizing that not every employee’s needs are the same, the concept of celebrating individuality and our differences became the inspiration for the campaign titled, "California Different." The concept eventually permeated through CHOICE Administrators’ brand identity, reflecting the uniqueness of California and the state’s innovative ways of thinking. This California state of mind was showcased through fun and vibrant photography and copy, which was then applied to a variety of advertising executions including email and print campaigns, as well as newsletters, a trade show booth, sales tools and a refreshed calchoice.com website.