Sesame launched with a bold idea: to build a new model for healthcare that puts power back into people’s hands. We helped evolve the brand to better tell the story of how Sesame provides a compelling antidote to a broken healthcare system. Targeting uninsured and high deductible patients, as well as providers, we set out to build a brand that was refreshingly straightforward. We created a simple motif from the sesame seed itself, a symbol of luck and immortality, that punctuates key brand moments. We stripped away any unnecessary flourishes and focused on communicating clearly and directly, reinforcing the idea of an open care marketplace that people can access on their own terms, without barriers or bureaucracy. Since our work together, Sesame announced a nationwide partnership with Costco.