A Bright Future for CalOptima Health


CalOptima Health, a public agency in Orange County, California, recently engaged Maricich Health to develop a new logo for the organization that best represented its key multigenerational, multiethnic and health equity commitments to the community. The organization was founded by the community as a County Organized Health System to offer health insurance programs for low-income children, adults, seniors and people with disabilities. As Orange County’s single largest health insurer, CalOptima Health provides multiple health programs for the community and for addressing social determinants of health.​

The recent evolution of its original brand name — expanding on the previous name of “CalOptima” by adding the word “Health” — has allowed CalOptima Health to better communicate the organization’s mission to serve member health with excellence ​and dignity, respecting the value and ​needs of each person.​ As a result of this renaming, the need to expand the creative brand platform, specifically the logo and associated graphic icon, was evident.

The new logo, created by Maricich Health, has received fantastic feedback from CalOptima Health’s stakeholders. Members, employees and partners love the vibrant, warm colors and energy seen in the new CalOptima Health logo. These new visual aspects representing diversity and community have brought excitement to the brand and attention to CalOptima Health’s vision commitment to remove barriers to care in Orange County. The new logo has also helped the internal CalOptima Health team use new ways to work with color and brighten communications within the organization, giving more energy and warmth to foster a feeling that’s more inviting.

The name change to CalOptima Health has also been positively embraced. The addition of “Health” in the name better defines the commitment of the organization to the health of the community. For CalOptima Health employees, the new name now tells people “what they do” versus “where they work.” This better communicates the purpose of CalOptima Health and its fundamental role in improving the health of the Orange County community.

The release and use of the new logo and name is currently underway, with brand activation on CalOptima Health’s temporary building banners in prep for more permanent signage, new collateral materials and internal materials.


Maricich Health’s branding and integrated marketing team partners with clients in the healthcare ecosystem, including hospitals, health systems, payers, public health organizations, device/life science innovators and emerging healthcare companies. Learn more about how we can help you plan for your upcoming branding and marketing initiatives.