Health Exchange Resources (HER) was created in response to the emerging health insurance exchange marketplace. HER’s founders understood that in the new world of the marketplace, employers, exchange operators and related service providers needed guidance in understanding one another’s opportunities and meeting their needs. HER’s consultants had deep firsthand expertise in designing, building and operating the country’s first exchanges. Their objective was to convey their value proposition to folks who were new to the world of health insurance exchanges and who could benefit from their services.

HER approached Blue to revamp their external communications. Specifically, they wanted to strengthen their online presence and create a suite of materials that could simply explain what they could offer to various health insurance exchange stakeholders.


HER consultants could be masterful advisors to all stakeholders — employers, exchange operators and service providers. But first, those stakeholders needed to understand that. Blue’s aim was to simplify and target messaging so that potential clients could see what HER had to offer. To do this, we:

  • Took a deep dive with HER consultants to understand their key competencies across stakeholders and create targeted key messaging to help each understand what HER could do for them.
  • Created a modern logo and design approach that reflected the scale and opportunities of health insurance exchanges and HER’s ability to provide leadership in navigating it.
  • Developed an SEO-optimized website that provided a user-friendly experience showcasing HER’s valuable offerings, with audience targeting.
  • Created audience-specific print materials for HER’s potential clients.
  • Created a range of templates for HER presentations and other communications.


HER left the project fully equipped to court new clients, showcase their services and better explain the depth and breadth of their expertise and offerings, including a full suite of digital and physical collateral with modern, attractive branding.

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