Fusion by United Healthcare
United Healthcare of Georgia launched Fusion as a market disruptor in the low-cost healthcare segment: simplified plans built around routine and primary care, with radical cost transparency. I was brought in to extend the UHC brand identity into Fusion's mobile app experience.
DETAILS:
App Design & Brand Extension
Role:
Lead designer
App Design
The design challenge was twofold: respect the established UHC brand while building something that felt distinct, modern, and purpose-built for a mobile-first audience. I designed the Fusion app visuals to be simple, assertive, and immediately recognizable — prioritizing UI clarity as a core product strategy decision, not an afterthought. In a category where complexity erodes trust, a clean, confident interface is itself a competitive advantage.
The visual system extended across the app, print collateral, infographics, and brand posters — a cohesive identity built to make a disruptive healthcare product feel as trustworthy as the parent brand behind it.
