HUMANA, INC.
The Challenge:
The new imagery had to not only target segmented age groups, but also multicultural markets within each group: African-American, Asian, Caucasian and Hispanic consumers. Every aspect of Humana’s new photography had to seamlessly align with its brand strategy and objectives, providing maximum return on investment.
The Solution:
After creating an OnRequest Photography StyleGuide™, we developed a shot list that supported Humana’s brand attributes and ensured relevance to multicultural markets. Casting was critical, as models needed to believably convey a variety of emotions, creating an authentic and ‘in-the-moment’ feel. In order to cast 14 models for the five-day shoot, OnRequest Images leveraged its online casting functionality, which enabled the Humana team to review over 20 choices for each model and make their selections with the click of a mouse.
The Results:
“Working with OnRequest Images has been a wonderful experience. The transition from brand imagery consulting to photography creation allowed us to see the depth and breadth of their total solution. The project was a huge success and we look forward to partnering with OnRequest Images again in the near future. We’ve already licensed over 100 custom images in support of the ‘Build the Brand’ project.”
- Miriam Hansen, Humana Creative & Brand Manager
> Brand Imagery Consulting was the first critical step in the Humana, Inc. "Build the Brand" project. Learn more.