All Work

CVS Health

Creative Partnership

Five years ago, CVS Health began an ambitious initiative to rebrand and reposition from recognition as the largest retail pharmacy to a nationwide health solutions provider. Working alongside the brand leadership team, IDW designed the CVS Health brand imagery program. Built to address and anticipate strategic needs across the organization, the partnership involved enterprise-wide guidelines, annual planning, as well as creative directing & producing national shoots showcasing customers & providers. The result is a prolific body of work, based on an embedded approach to shooting, that speaks to some of the most pressing needs in healthcare today.

How do you create the most genuine, candid and human image program for a healthcare company with stores located within 10 miles of most Americans?*
Image Program: Over the course of five years, we’ve worked with CVS Health to develop an enterprise-wide strategy & approach to content development, art direction, production, and post.
Production Partner: To date, IDW has produced 18 brand shoots, resulting in approximately 40,000+ editing and 2,000+ final retouched images, unified through consistent post-production.
Creative Rollout: Our work is executed in collaboration with multiple teams at CVS Health, so the work can be used across digital touchpoints, in advertising, and throughout corporate communications.

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* "Welcome to CVS Launch," CVS Suppliers, April 24, 2023.

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