Brand Creative Direction

How we express ourselves

We are caring and genuine
From the care managers to the call center, our team truly has our members’ best interests in mind.

Positive, but not overly cheery
We are realistic with our members. We are friendly and professional.

We are problem-solvers
We think about more than one way to help members, and often go above and beyond to meet the needs of a member.

Tufts Health Plan is part of the community; we meet members where they are. We connect with resources in the community and are there to help.

We are a trusted resource
Because we cover all populations, we’ve seen it all.

We are for everyone
As a brand, we accept all. We won’t alienate anyone based on their religion, politics, etc.

Image direction

When selecting photography for Tufts Health Plan collateral, any royalty free, custom, or stock photography chosen should represent the company properly. The images should be feel warm, relatable, and reflect the meaning behind Tufts Health Plan’s core values. We have an account with Getty Images, and prefer to use stock photography from them. Custom photoshoots are always encouraged as well, and photographers must strictly follow our creative direction guidelines.

Successful brand imagery


For the brand to be as relatable as possible, our images should capture everyday, real, uplifting moments.


In order to stay true to the brand, our images must feature a broad ethnicity, age, and gender population.


Ideal imagery supports and complements the brand color palette, pulling out hues of blue and raspberry.

Unsuccessful brand imagery


Imagery should not appear to be staged or posed. Moments must always be natural, not looking into the camera lens.


Images must be clean, and not have a lot of clutter or unnecessary visual noise to distract from the message.


Featuring people and moments as opposed to landscapes and objects in images is key in supporting our brand message.

Color usage

Brand color usage can vary depending on the type of asset being produced and it’s associated messaging direction and overall goal. In general, many of our brand assets for both print and digital follow the below hierarchy in terms of how color is displayed.

Brand colors on marketing collateral

Color Stack

Typography styles

The brand font, Gotham, is to be used whenever possible. If a system font is required, Verdana is acceptable. There are varying strengths for the font Gotham, and in our marketing collateral, we generally use three primary strengths: Book, Medium, and Bold. The following guidelines should be followed as closely as possible, understanding that there are some instances that the guidelines may expand to include other styles, such as in a campaign, an ad, or a video. Please contact the marketing department for approval on usage in these instances.

Font treatments

All Caps

  • Use Gotham Book, Gotham Medium, and Gotham Bold styles. Which font strength used is up to the discretion of the designer, to be approved by the Tufts Health Plan marketing department.
  • Sometimes used for headlines in print and digital, and certainly explored for campaign messaging to strengthen the point.
  • All cap headers are only to be displayed using navy, raspberry, or Tufts Health Plan blue colors only. This will ensure accessibility on both print and digital platforms.
  • All cap type treatments are not to be used in body copy or for sub-headers.
  • All cap type treatments should not be used for long statements, as it will be challenging to quickly read.

Initial Caps

  • Use Gotham Book, Gotham Medium, and Gotham Bold styles. Which font strength used is up to the discretion of the designer, to be approved by the Tufts Health Plan marketing department.
  • Sometimes used for sub-headers that are not complete sentences.
  • When used, only use navy, raspberry, Tufts Health Plan blue, and gray colors from the brand palette.

Body Copy

  • Use Gotham Book for all body copy for digital and print, in either gray or black text only.