MetroPlusHealth
Brand, Website, Campaigns & Environmental

Art Direction / Design @ Bellweather Agency

www.metroplus.org

Over five campaigns across multiple years, Kip Helton led art direction for MetroPlusHealth, New York City’s official health plan. Serving millions with accessible, community-first care, the work spanned brand identity, messaging systems, digital design, environmental graphics, and large-scale public campaigns. It helped evolve the organization’s visual language to reflect the energy and diversity of the city it serves.
This body of work captures defining moments in MetroPlusHealth’s creative journey—storytelling that is people-first, multilingual, and unmistakably New York.

Rebrand
At the center of the rebrand was a bold, multilingual identity system built to connect across New York’s boroughs and languages. Through vibrant color palettes, clear typography, and flexible messaging, the brand was made to feel human, authentic, and inclusive. From storefronts and subway takeovers to digital platforms, the system ensures MetroPlusHealth shows up clearly and consistently in the daily lives of New Yorkers: always accessible, always rooted in community.

Website
As part of the broader rebrand, Kip Helton led art direction for the complete redesign of MetroPlusHealth’s website. The goal was to transform a dense, outdated platform into a streamlined, intuitive experience that better served its users. The redesign focused on clarity, warmth, and accessibility, rethinking visual hierarchy, content layout, and interaction design.
A full restructure of the site’s information architecture made complex healthcare offerings easier to navigate, supported by a cohesive visual system and more approachable interface. The result is a digital experience that feels human, helpful, and aligned with the brand’s mission.

AWARDS: Webbie HonoreeMobile Design: Funtion, 2025 Indigo Design Awards, SilverWebsite Design: Digital, 2025 Webby AwardMobile Design: Visual, 2023

Envirionmental, Experiential & Spacial
Across New York City, MetroPlusHealth’s branded environments reimagined clinical spaces and civic venues as welcoming, community-centered experiences. Through close collaboration with architects, fabricators, strategists, and city agencies, the brand identity extended into over a dozen physical locations—from hospital lobbies and retail storefronts to the NYCFC stadium. These vibrant expressions of trust, care, and accessibility were further amplified through cohesive media assets, reinforcing MetroPlusHealth’s role as a trusted, people-first healthcare provider.

Campaigns
Since 2021, MetroPlusHealth’s brand campaigns have evolved to meet the needs of a diverse, citywide audience—shaped by a multilingual, human-centered approach across digital, print, social, and out-of-home platforms. Centered on the message health care for people, not profit, the work was designed to resonate with New Yorkers and expand access to essential services.
The most recent campaign focused on MetroPlusHealth’s $0 Essential Plan, using the line “Unbelievably Good” & “The Power of Zero” to spotlight the surprising affordability of quality care. Real NYC residents and employees were featured throughout, adding authenticity to a bold, vibrant rollout that reached neighborhoods, transit systems, and digital channels across the five boroughs. The campaign reaffirmed the brand’s commitment to accessibility, equity, and community.

“The Power of Zero” is a dynamic campaign video for MetroPlusHealth that reclaims “zero” as a symbol of access, dignity, and care, turning zero-dollar premiums into a powerful promise for New Yorkers.

AWARDS:

Healthcare Advertising Awards, Bronze Integrated Marketing Campaign, 2023

Aster Awards, GoldRebrand & Campaigns: Visuals, 2023