Carelon
A Bold Brand Built for Connection
When Anthem rebranded to Elevance Health, it sparked a big question: how do you create a brand that brings clarity—and warmth—to one of healthcare’s most complex spaces? Enter Carelon, a new healthcare services brand designed to connect people, data, and care in smarter, more human ways.
As Senior Copywriter, I helped shape the brand from the inside out—giving voice to a new name, a new mission, and a new way of thinking about what care can be.
From the Ground Up
Through deep discovery and collaboration across Carelon’s many business lines, we crafted a positioning framework, message map, and narrative that could flex across specialties—but always feel like one clear brand.
We did this through strategic copy built to carry the weight:
Defined Carelon’s voice as The Agile Connector—confident, compassionate, and endlessly resourceful.
Wrote the brand story and internal rallying cry: “Carelon makes connected care possible for every person.”
Developed audience-specific messaging—from health plan leaders to providers, brokers, and members—so every touchpoint felt personal, not corporate.
Led concepting and copy for multiple business line manifesto videos, each one built to spotlight a different specialty—Advanced Primary Care, Palliative Care, Behavioral Health, and more.
Each service line had its own tone, audience, and objectives—but shared the same heartbeat: people-first, whole-person care that truly connects.
A New Perspective in Healthcare
The work launched in step with one of the most high-profile healthcare brand evolutions in recent history. As Forbes reported, Carelon’s debut signaled Elevance’s commitment to go beyond insurance and actively reshape the delivery of care—at national scale.
From internal teams to patient care settings, Carelon is now helping millions navigate health with more ease, more empathy, and more clarity.
Brand Strategy: Angie Churchill
Creative Direction:Michelle Markee
Design: Michelle Markee, Paige Pedersen
