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Aetna Rebranding

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How does a legacy health care brand like Aetna reimagine its brand after being acquired by an even bigger giant? 

That was the question I set out to answer with this conceptual project currently in exploration. By honoring the iconic shade of purple that's come to define the brand in recent years, I focused on infusing a younger, more approachable energy into the palette and photography. Covering everything from B2B to social and digital tools, I hope you enjoy this bold approach to a new era for the brand.

This bold duotone effect, combined with refreshingly energetic photography, highlight the unique beauty of this curated library of portraits and landscape shots. 

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