Humanizing Health Coverage: Pennie’s Launch

In 2020, I helped shape the brand identity for Pennie, Pennsylvania's public health insurance marketplace, bringing personality and humanity to an often overwhelming topic.

As the lead copywriter, I contributed to every step of the process—from creating the name and crafting brand guidelines to developing website content, explainer videos, and a go-to-market campaign.

The result was a cohesive, approachable brand that made health coverage feel accessible and understandable for Pennsylvanians.