Scattered and undefined brand identity. Several sub-brands running amok.
Create a solid, grounded product nomenclature, rebrand both master and sub-brands, develop internal campaign launch plan and external brand launch. Make sure all stakeholders (and there were a lot) understand the real benefit and purpose of a County Organized Health System (COHS) that administers health insurance programs for low-income children, adults, seniors, and people with disabilities in Orange County.
Both big picture and small detail. Logo Development, Master Brand Strategy, Rebranding including Brand Standards Guidelines, Revamp Website, Internal and External Launch, Collateral.