Centene

Centene Corporation is a multi-line managed care organization that provides Medicaid-related programs to organization and individuals. Since its inception twenty years ago, the company has experienced immense growth and it continues to expand its staff with numerous new hires annually. However, the company needed to unify their market position and speak with one clear and compelling voice to customers, vendors, employees and prospective candidates. Bayard developed a multi-tiered and modular brand identity system that expressed the organization’s commitment and passion to continually raise the bar of their industry and never be complacent. To achieve this, we developed a brand position that served as the foundation for all advertising materials – print, Interactive and broadcast – and created internal and external communication materials.

To introduce the brand to new hires and establish credibility with existing employees, Bayard developed a comprehensive Welcome Package that consolidated all employee-related materials in such a manner that information was seamlessly disseminated and expectations of the company – of the values and beliefs and philosophy – were clearly communicated. The program was so successful that Cetene’s CEO requested that every employee be presented with this new Welcome Kit, regardless of tenure at the organization. Additionally, the brand image and its advertising components are now focused, effective and unified, and the company is now equipped with an identity that illuminates its vision and sets up the expectation of exceptional quality products and services.