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Emblem Health


EmblemHealth is one of the nation’s largest not-for-profit health insurers, a $7B enterprise serving more than three million people in New York City and the tristate area. For the past 80 years, EmblemHealth has been taking care of New York’s heart and soul, its people.

In 2013 Emblem joined forces with four affiliated, multi-specialty physician’s practice groups to create a new unified HMO organization to deliver convenient, best-in-class care, customer service and health outcomes through an innovative, advanced care model.


Over a six month period, we created a new brand named AdvantageCare Physicians (ACPNY). The new business would aspire to care for the needs of patients and partner with them in the pursuit of better health.

ACP’s mission was to create a preferred care destination for its patients and the communities it serves.

Our work included the development of a comprehensive brand definition focused around the positioning ‘Health to a higher standard’. We also created the name and identity.

WANT also developed a custom internal motivational program for ACP employees to help unify and align the organization around their core values. Entrepreneur and Shake Shack founder Danny Meyer was also brought in for service training and to build a customer-centric service model.


Today ACP is comprised of over 400 physicians, plus 2,500 other non-clinical employees, at 39 locations in the New York metropolitan area.

In 2019 ACP was honored with a 2019 Success Story Award® from Press Ganey, a leading digital solutions platform that partners with more than 41,000 health care facilities to improve the landscape of care. The Success Story Award is a highly regarded achievement recognizing outstanding health care organizations that have transformed their delivery of care by improving the safety, quality, and experience for patients and caregivers.


  • Brand Strategy
  • Brand Naming
  • Brand Identity

New York, NY

Miami, FL

Denver, CO

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