MX Yearbook 2023 - Flipping the Switch to SMPL
Every year, Tonic — Highmark Health’s in-house marketing agency — collaborates with marketing strategy to produce a Marketing and Experience (MX) Yearbook, a retrospective of the department’s most successful and effective work.
The 2023 iteration, "Switch to SMPL," explored all the ways of MX cleared the path to embracing health. That meant highlighting how our work and simplicity approach helps people embrace their health in addition to driving marketing effectiveness. The book itself emblemizes our approach, products, and services: a remarkable experience, expressing complex problems in the form of memorable, even transformative, communications. Projects that adhere to the SMPL Standard often feature a designated seal, signifying that they meet the criteria for clear, simple, and useful language.
The MX Yearbook provides opportunities to engage our team, learn from case studies, and celebrate success. This culminates in activated employees and retained talent. MX leadership uses the Yearbook to demonstrate our thought leadership, capabilities, and creative firepower to non-marketers like industry and community stakeholders outside the organization. Given the broad audience and our Work from Anywhere model, it was important that the Yearbook stand out both in print and digitally. The Yearbook documents our commitment to delivering transformative health experiences through marketing.
Lighting the way to health literacy, we designed an illumination motif called “The Switch to SMPL.” We juxtaposed confusion in health, and clarity through simplicity. Reducing language to essentials, we spotlighted solutions and the impact of the SMPL approach. Presented in two ways: as multimedia webzine with embedded video; and as large format hardcover coffee table book.
Senior Creative Design Analyst: Callie Andro
Additional Design Support: Erin Foster
Senior Copywriter: Paul Barman
Print Production Specialist: Jonathan Hall
Photography: Brock Kawana