How Noridian Healthcare Solutions stepped into an elevated, human-first brand that finally reflected the work they’ve been doing all along

For decades, Noridian Healthcare Solutions has done work most people never see, even though millions rely on it every day.

They support Medicare, Medicaid, and commercial healthcare programs. They streamline the systems that make access to care possible. They help providers keep their doors open and ensure public dollars are spent responsibly. Complex, highly regulated work with real consequences for real people.

But over time, a gap had formed. Noridian’s impact was significant, but their story didn’t reflect it. They were often mistaken for “just a MAC.” Their national scale was misunderstood. Their people-first culture was deeply felt inside the organization but harder to recognize from the outside. The brand no longer matched the level of experience they were delivering.

That’s when Tellwell joined the work.

Starting with listening

The partnership began with listening rather than assumptions.

Through roadmapping sessions, interviews, and discovery conversations across teams and markets, Tellwell worked with Noridian to surface what already existed at the core of the organization. This wasn’t a company driven by transactions or optics. It was driven by responsibility, trust, and care.

CEO Jon Bogenreif said it plainly:

“Money isn’t our focus. Delivering is our focus.”

That became the foundation for everything that followed.

Together, we clarified the emotional center of the brand. Knowledgeable and approachable. Confident and caring. Innovative without losing warmth. A partner you trust when the system is complicated and the stakes are high.

A brand aligned with reality

The brand transformation focused on alignment, not reinvention.

Tellwell guided the development of a refreshed visual identity system that felt modern, professional, and elevated while maintaining credibility in a highly regulated space. The logo was refined. The color palette and typography evolved. Each choice communicated clarity, trust, and confidence.

An interactive digital brand kit gave internal teams the tools to show up consistently across divisions and markets. For many teams, this was the first time the brand felt as organized and intentional as the work itself.

The shift was felt internally first. Externally, it signaled something important: Noridian was ready to be understood more clearly.

Bringing clarity to complex work

Noridian’s services span federal, state, and commercial healthcare programs, each with its own language and pressures. Over time, their messaging had become dense and overly technical.

Tellwell helped simplify the story without flattening the work.

Core messaging was refreshed to sound more human and direct, positioning Noridian as a trusted partner who understands the weight of the work. The website became the anchor for this clarity, with a modern design, clearer navigation by market, and more accessible language around what Noridian does and why it matters.

This wasn’t a one-time launch. Tellwell continues to support Noridian with website maintenance, SEO optimization, and ongoing refinements into 2025 and 2026.

Letting people tell the story

Film became the most human expression of the transformation.

Instead of relying on scripted messaging, Tellwell produced a series of Impact Films that centered the voices of the people closest to the work. The primary “What Is Noridian?” film brought together leadership, employees, and partners to show the purpose behind the processes.

Employees spoke honestly about growth, trust, and being supported as whole people.

Rachel Webber shared:

“Noridian took a risk on me. They didn’t put a degree above perseverance and hard work. They invested in me, and that changed my life.”

Partners reflected on the depth of the relationship.

Penny Aktepy, CEO of Verve LLC, said:

“In any new business relationship, there’s usually second-guessing. With Noridian, we were never second-guessing our decision.”

Shorter cuts, recruitment-focused films, and market-specific videos extended the reach of the story across digital, social, and internal channels. For the first time, Noridian’s work felt visible in a way that matched its impact.

What shifted

After the transformation, Noridian didn’t become something new. They became easier to understand.

Teams had shared language for what made them different. Partners saw Noridian as a true extension of their mission. Prospective employees could see themselves reflected in the culture. The brand now matched the experience Noridian had been delivering for years.

One partner put it this way:

“You don’t fully understand everything Noridian does for you until you’re boots-on-the-ground, experiencing it.”

Now people could understand it sooner.

What comes next

The transformation positioned Noridian for growth into new markets, stronger recruitment, and deeper partnerships. More importantly, it gave them a clearer way to talk about their role in access to care.

For Tellwell, this project reinforced something we already believed: the strongest brands are rarely created from scratch. They’re revealed through clarity, care, and attention to the people doing the work.

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