Chapter 8: Facility toolkit for interior branding

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Diane Pearson
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1 Chapter 8: Facility toolkit for interior branding March. 2015: Version Optum, Inc. Brand Guidelines Update

2 Facility Toolkit Facility toolkit Facility toolkit overview Applying brand elements Privacy and decorative firm for glass Privacy and decorative firm for glass Privacy and decorative firm for glass Interior lobby and reception signage Vinyl wall graphics Framed images Selected images Video and motion display 8.1

3 Facility Toolkit Overview Facility toolkit overview Branding our Optum offices are an important part of creating a consistent identity, a welcoming culture, as well as a healthy and productive work environment. When we do it right, every space becomes a reflection, every screen becomes a reminder of who we are, who we serve, how we respond, and a story of our mission and purpose. Using a sample site in Houston, Texas, this section contains guidance and standards around: How our visual and verbal identity appears in guest and employee spaces The difference between our brand identity and expression, and our advertising campaign Identifying location opportunities for all wall graphics, monitors and framed images Reception area signage and branding opportunities Color and paint palette specifications Location for the application of unique privacy film patterns to glass wall and doors Function of, and content for, flat-panel displays and arrays Please contact your site facility manager if you need additional information or answers regarding facility signage, graphics, display content, framed brand images or brand guidelines. Your facility site manager may escalate your concern, request or question to corporate real estate and Optum marketing.

4 Applying brand elements Sample site: Houston, Texas, 9th floor plan and elevations Applying brand elements With the help of Optum Real Estate and facility managers, we ve selected a multi-floor, cross-functional site in Houston, Texas to use as an example of how to create and scale a brand rejuvenation. We ve developed a tiered approach with the understanding that each existing, shared or new site will have its own set of expectations, budget, and time line. Considerations were made in order to deliver solutions that would reinvigorate existing Optum sites, while setting the stage for branding opportunities in new Optum structures and work spaces. LEGEND TYPICAL Typical MEETING glass ROOM front GLASS meeting FRONT (SEE room PAGE 2 FOR ELEVATION) TYPICAL Standard OFFICE office GLASS FRONT and (SEE ELT PAGE office 2 FOR ELEVATION) STANDARD OFFICE & ELT OFFICE Blue: privacy or decorative film on glass Gray: vinyl wall graphics Red: framed images Preferred wall color Sherwin-Williams SW 6995 Superwhite RGB ValueR-232 G-234 B-234 Hexadecimal Value #E8EAEA LRV85 Green: video monitor(s) Orange: limited use accent wall color Limited use accent wall color Sherwin Williams SW 6905 Goldfinch RGB ValueR-250 G-192 B-0 Hexadecimal Value #FAC000 LRV56

5 Privacy and decorative film for glass Applying privacy and decorative film to glass Privacy and decorative film on glass: Three applications are available to create three levels of privacy while adding a decorative element to entrance doors, meeting spaces and offices. The standard Optum logo + jewel strip privacy film is commonly used to make office spaces separated by glass, more private. While there are new options, this will remain the standard. Option 1: Optum logo + jewel strip privacy film The Optum logo and jewel strip privacy film is the standard when it comes to adding levels of privacy to offices and meeting spaces. If your space already has this primacy film applied, PLEASE DON T REMOVE IT in favor of the alternative grid of dots, or grid of dots + partial privacy film. Please reserve options 2 and 3 for glass walls, windows and doors without existing privacy glass. Refer to 3b.1.9 for details on the Optum logo + jewel strip privacy film Option 2: Double-sided decorative application One side is partially clad in privacy film (equal to the height of option 1). The other side is a standard-sized grid of dots that are applied to the length of the glass. Option 3: Single-sided decorative application This is the same application as (2) without the privacy film applied. Note: The dot pattern film on glass should be used sparingly. Use on glass entrance doors and meeting space windows that are in high visibility areas. In all other instances, please use Option 1: Optum logo + jewel strip privacy film specified above.

6 Facility toolkit glass options M #7725SE-324 Frosted Crystal Frosted crystal vinyl circles (dots) to be applied to first surface Applying privacy and decorative film to glass.47x X 3M #7725SE-324 Frosted Crystal 6 7/8 diam mm 3M #7725SE-314 Dusted Crystal Acid-etched look that diffuses evenly (50%). Vinyl is applied to 2nd surface 2. Double-sided decorative application: one side is partially clad in privacy film, a seemingly random grid of dots are applied to the other side of the glass. 3. Single-sided decorative application: This is the same application as (2) without the privacy film applied.

#7725SE-324 Frosted Crystal Vinyl circles (dots) to be

6 mm 3M #7725SE-314 Dusted Crystal Acid-etched look

Vinyl is applied to 2nd surface Standard Optum branded

7 Facility toolkit glass options Applying privacy and decorative film to glass 3M #7725SE-324 Frosted Crystal Vinyl circles (dots) to be applied to first surface in. diam mm 3M #7725SE-314 Dusted Crystal Acid-etched look that diffuses evenly (50%). Vinyl is applied to 2nd surface Standard Optum branded privacy window film for conference rooms, huddle rooms and offices (priority signs contact link to privacy glass pdf)

8 Interior lobby and reception Interior lobby and reception signage Every lobby and reception is unique, so here are three options for lobby signage, paint and graphics, along with some guidance on how these components can be integrated with other elements within the space. The primary wall color is always white, invigorated with areas of color on a reception desk top, a modern guest chair, or a large bouquet of flowers. Preferred wall color Sherwin-Williams SW 6995 Superwhite RGB ValueR-232 G-234 B-234 Hexadecimal Value #E8EAEA LRV85 A Dimensional brushed aluminum logo on white wall Limited use accent wall color Sherwin Williams SW 6905 Goldfinch RGB ValueR-250 G-192 B-0 Hexadecimal Value #FAC000 LRV56 B Dimensional logo in full color

Vinyl wall graphics 8.1.7 Vinyl wall graphics (Optum journey), framed images and video We are a company driven by data. We humanize data and make it relevant.

We ve broken down the core elements of the vinyl wall graphics, framed images and video to demonstrate how this modular system can create a cohesive narrative in every Optum facility.

these elements can be rearranged to address cultural diversity or the business focus, and the employee population.

9 Vinyl wall graphics Vinyl wall graphics (Optum journey), framed images and video We are a company driven by data. We humanize data and make it relevant. Data, analytics and insights form a foundation for our products, services and innovations and these elements are woven throughout our identity as engaging bits and bytes. We ve broken down the core elements of the vinyl wall graphics, framed images and video to demonstrate how this modular system can create a cohesive narrative in every Optum facility. We ve designed a modular and flexible system to help express our Optum brand in any location, language, population and medium driven by our mission, our values and proprietary brand library images, these elements can be rearranged to address cultural diversity or the business focus, and the employee population. Journey wall graphics x Living our values Relationships Compassion Integrity Innovation Sufficient wall space is required to portray our shared values, mission or strategy messages with images that reflect the diversity of who we are and who we serve. Our mission statement and our values message are typically installed where they would have high visibility with employees. A journey graphic might also communicate our three-part strategy. Strategy messages will resonate better when visible to clients and guests. Please consider walls that are a minimum of three times wider than they are high (1x3 ratio). 3x

Framed images Chapter 8: Facility toolkit for interior branding Framed images

Together, images and light brighten dim and narrow hallways while reminding

never losing sight of who we are and who we serve.

segments, but if there is an audience or area of your business that is not

(XL) 144 We re powering to create modern health care (L) 28 (XL) 44 a

x x x The space between framed images is typically proportional to the scale

(L) 3-panel array of 28 x 28 images (XL) 3-panel array of 44 x 44 images with

wall animation Inte iving Inte Inte Livi o Living modern our values: health

elements Living our values: Honor commitments.

above large values text Integrity Integrity Compassion Integrity tegrity

mounted horizontally or vertically, in groupings and by themselves.

space around images. Honor commitments. Living our values: Honor commitments.

Evoking our values, our mission, purpose, strategy and capabilities through a

glowing orbs aid legibility of text in dark areas messages helps express and

Compassion Compassion Mission and strategy (guest and employee visibility):

10 Framed images Chapter 8: Facility toolkit for interior branding Framed images mounted to interior walls One of the most cost-effective ways to socialize our brand identity and values in the hallways and public spaces of Optum sites is through an array of large scale images on bright white walls. Together, images and light brighten dim and narrow hallways while reminding employees and guests of our guiding principles, our mission and purpose, while never losing sight of who we are and who we serve. Select a mix of images that reflect the diversity of your employees as well as the people you serve. We ve selected a wide range of images that will work across our business segments, but if there is an audience or area of your business that is not represented, Optum Marketing Services and Real Estate would be happy to work with you. Large array: (3 images) 28 x 93 Extra Large array: (3 images) 44 x 144 (L) 93 (XL) 144 We re powering to create modern health care (L) 28 (XL) 44 a healthier world. x x x The space between framed images is typically proportional to the scale of the frames. (L) 3-panel array of 28 x 28 images (XL) 3-panel array of 44 x 44 images with optional configuration showing an adjacent display Melbourne Single display wall animation Inte iving Inte Inte Livi o Living modern our values: health care We re powering to create Living our values: a healthier world. Honor commitments. Never compromise ethics. Dot pattern is the loop transition Horizontal only - motion and expansion of elements Living our values: Honor commitments. Never compromise ethics. Integrity Text is revealed using dissolves and gradients slow moving value above large values text Integrity Integrity Compassion Integrity tegrity Living our values: When wall space is limited, smaller framed images can be mounted horizontally or vertically, in groupings and by themselves. Images should be mounted at least 2 apart, which will provide visual breathing space around images. Honor commitments. Never compromise ethics. Living our values: Honor commitments. Never compromise ethics. assion Walk in the shoes of people we serve and those with whom we work. Evoking our values, our mission, purpose, strategy and capabilities through a variety of guest and employee Staggered motion of values that are on two lines glowing orbs aid legibility of text in dark areas messages helps express and support our brand vision and voice. Compassion Compassion Mission and strategy (guest and employee visibility): Helping to make the health system work better for everyone. Walk in the shoes of people we serve care to create Walk in shoes of people we serve We re powering modern health athehealthier world. and those with whom we work. and those with whom we work. Compassion CompassionCompassion Living our values: (primarily employee visibility) Integrity Compassion Relationships Innovation Performance Walk in the shoes of people we serve and those with whom we work

11 Facility Toolkit framed images Framed image selections Twenty-eight images have been selected representing our diverse population of employees, business segments, clients, guests and those whom we serve. Also included are images and treatments that express our mission, values and strategy, which should always be included in how we express our identity in Optum offices. These images can be mixed to express your population and business while expressing an engaging Optum story. The UHG shared values can be used with a variety of images, and should be displayed where there is high visibility among employees We re powering modern health care to create a healthier world. The Optum strategy statements should be used in areas with client and guest visibility. Please consult with Marketing Services on appropriate content and images We re helping to make the health system work better for everyone. The Optum mission can be used in areas with employee, client and guest visibility. Please consult with Marketing Services on appropriate images

single (1x1) and triple (1x3) display array.

integrate our Optum values into welcoming and engaging communications.

and imagery to reflect the employee and customer population.

health system work better for everyone We re helping to make the health system

Video: We re helping to make the health system work better for everyone

12 Facility Toolkit video display Video and motion display Motion graphics have been created to display on a single (1x1) and triple (1x3) display array. Please consult with Marketing Services if your space requires a (1x2) display array. Considerations to cultural diversity and local language are important to help integrate our Optum values into welcoming and engaging communications. Below are storyboards representing single and triple monitor arrays for domestic and global facilities. U.S. displays would be common while global facilities will use their local language and imagery to reflect the employee and customer population. Sample screens from our single- and three-screen format expressing our Living our values story. Recommended location: Reception and employee areas We re helping to make the health system work better for everyone We re helping to make the health system work better for everyone We re powering modern health care a healthier world. Video: We re helping to make the health system work better for everyone Recommended location: Reception and employee areas Video: We re powering modern health care... Recommended location: Reception and employee areas Sample screens from our single screen format expressing our I am Optum story, and the first commercial of the brand campaign. I am Optum Note: Visual elements and copy from the brand campaign will be restricted to video media only. I am Optum (Audio required) Recommended location: Reception and employee areas :30 :60 brand campaign commercials Recommended location: Reception and employee areas

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