Optum Rebrand:
Social Motion System
Launching a new brand doesn’t wait for perfect timing. During Optum’s rebrand rollout, I created a flexible, motion-enabled social template system that allowed teams to launch confidently, stay on-brand, and move fast during a critical transition period.
The Problem
Optum’s rebrand had officially launched, but the full brand system wasn’t yet production-ready. Photography was limited, the illustration system was still emerging, and the motion language had not been fully defined — all while multiple social teams needed to publish content immediately across Instagram, LinkedIn, Facebook, and Stories/Reels.
Without a clear framework, there was a real risk of inconsistent brand expression, off-brand execution during a critical launch window, and delayed adoption of the new identity across Optum Social, Optum Store (now Optum Now), and Optum Rx.
The challenge was to enable teams to move quickly without sacrificing brand integrity, while also setting an early foundation for how motion and social expression would live within the new Optum system.
The Solution
As Creative Lead — spanning concept, design, and motion — I designed a scalable system of Canva-based social templates that functioned both as a launch accelerator and a brand safeguard.
The system combined animated iconography, structured content placeholders, consistent motion behaviors, and a unified animated Optum logo end card. Key elements were intentionally locked, animation timing was standardized, and color usage was tightly controlled — giving social teams flexibility where it mattered, while protecting the brand where it couldn’t bend.
By embedding smart guardrails directly into the templates, the system allowed teams to publish confidently and consistently at speed. Just as importantly, it served as an early proving ground for Optum’s evolving motion language — helping inform the broader brand system through real-world use.
The result was a faster, smoother rollout, on-time social launch across all platforms, and a clear, cohesive brand presence during a pivotal moment in Optum’s rebrand.
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Contributors
Creative Lead /Motion Designer: Jordan Harper
Creative Director: Kim Dixion