HUMANA, INC.
The Challenge:
As part of the brand charter, Humana wanted to produce custom photography that accurately and measurably supported its brand attributes and resonated with customers. OnRequest Images was selected to deliver consumer insight and develop brand-aligned photography based on the findings and recommendations from that research.
The Solution:
Senior OnRequest Images Brand Imagery Consultants worked with Humana’s brand, creative, and marketing leaders to identify the company’s most important brand attributes and provide actionable insight into how those attributes could be visually represented through photography. With recommendations defined, a one-day pilot shoot resulted in imagery that supported Humana’s designated brand look and feel. With a selection of new, brand-aligned imagery and current Humana stock imagery, OnRequest Images conducted quantitative and fact-based research to compare and measure consumer perceptions.
The Results:
“As a leader in our industry, our senior marketing management team knew we needed fresh thinking and new ideas coupled with substantiated research to help us with the imagery component of our ‘Build the Brand’ initiative. The results of OnRequest Images’ research in conjunction with their expert knowledge surrounding brand imagery resulted in us selecting them to shoot our new photography.” - Miriam Hansen, Humana Creative & Brand Manager
> View the On-Demand AMA Webcast: How to build and validate a custom library of brand-aligned imagery —a Humana case study.