Harness your future
Lasso Healthcare
Design Strategy Branding
For a certain category of healthy (and young at heart) seniors, Lasso offers a unique way to manage healthcare expenses with more control and additional financial benefits.
problemOur goal was to communicate the benefits of choosing Lasso’s MSA, while showing what it is and how it works.
approachResearch indicated that Lasso’s audience were used to managing their Health Savings Accounts, and not ready to “sit back” just because retirement was upon them.
solutionIntrigue the demographic audience with a lifestyle choice approach to retirement. Balance education on MSAs with empowerment scenarios of what growing savings can bring retirees in later years.
A health/savings plan
Lasso offers Medicare Medical Savings Accounts (a high-deductible health plan paired with a tax-advantaged savings account). By combining a high-deductible health plan with a savings account, MSAs provide an incentive for healthy living and careful management of healthcare spending.
Stoking interest
We constructed Lasso’s brand promise to resonate with the themes this audience was most interested in (and concerned about): maintaining financial freedom, finding a plan that was flexible to their needs, and ensuring that they entered their senior years on their terms.
Retire your way
We tapped into the emotional drivers behind the brand: lush green gradients are a field of possibility to write the rest of your story. Refined typography speaks to experience and an iconoclastic approach to steering one’s own life. Slice of life photography offers a glimpse at how others like you are navigating this season of their life.
