Optum

A health savings account (HSA) offers a rare triple tax advantage: money goes in tax-free, grows tax-free, and comes out tax-free when used for qualified healthcare expenses. That should make it feel like one of the most valuable accounts people own. Instead, it often feels like another benefit to decode.

Optum wanted to become the HSA name people know and trust. As both a bank and a healthcare company, it could bring financial tools and health expertise together to help people make more of their HSA money.

People don’t ignore money. They ignore things that don’t feel like money. So we repositioned the Optum HSA from a complicated benefits account to money people could see as their own and put to work. Our brand platform, “Health money that works like real money,” made that shift concrete by focusing on what people could do with it: spend, save, and grow.

Visually, we turned the O in Optum into a recurring circle that drew attention to what HSA money could do. Across brand touchpoints, that simple device created one recognizable system for making HSA money easier to see and understand.

With Optum, health money feels like what it is: your money.