Project Overview
The Public Plans group at Tufts Health Plan partnered with Branch Boston to produce a series of animated explainer videos aimed at educating members on topics such as covered services, deductibles, and in-network benefits. Tufts provided the scripts, and Branch Boston transformed them into engaging, on-brand visual stories that support the updated Tufts Health Plan identity.
The Challenge
The primary challenge was to take complex insurance concepts and scripted content and translate them into approachable, cohesive visuals. Each video required full brand alignment, custom character illustration, and a clear visual language that could simplify technical information for distinct audiences—while maintaining consistency across the series.
Our Approach
Branch Boston created detailed storyboards for all three videos and custom illustrated every character, icon, and design element to ensure a warm, relatable, and unified style. We applied Tufts Health Plan’s refreshed brand guidelines throughout the animation process, using clean lines, friendly colors, and accessible motion to reinforce clarity and trust. Every visual decision was crafted to make the educational content easier to understand and more inviting to engage with.
The Outcome
The result is a cohesive series of animated videos that turns complex health insurance topics into simple, human-centered stories. With consistent branding, fully custom illustrations, and approachable animation, the videos now serve as an effective educational tool—helping Tufts Health Plan enhance member understanding and strengthen engagement across its Public Plans audience.
