Anhelo is a Medicare insurance agency built to serve Spanish-speaking seniors navigating Medicare. Launched in 2021, they needed a complete brand identity, website, and design system that could establish trust with an underserved community facing significant language and cultural barriers in healthcare.
I developed the brand, designed the website, and built the design system from scratch.
Nearly 70% of Latino adults have little to some knowledge of Medicare programs, and only one in five Hispanic Medicare beneficiaries compare their plan options during enrollment. Many Spanish-speaking seniors are manipulated by deceptive enrollment tactics because they lack access to clear information in their language.
Anhelo was created to fix that — providing 100% in-language, in-culture support to help seniors find the right Medicare Advantage plans. The brand needed to communicate trust, warmth, and cultural understanding while establishing credibility in a healthcare context.
Brand Identity
I designed the brand around vibrant colors, natural elements, and a unique typeface to evoke nostalgia while establishing trust through imagery of family and tradition.
The name "Anhelo" means "longing" or "yearning" in Spanish — the dream of living a healthy, complete life into retirement. The visual language needed to feel familiar and welcoming to the Latino community while conveying the professionalism expected from a healthcare provider.
The brand had to work across multiple touchpoints: website, phone support, WhatsApp, print materials, and social media.
Custom Photography
We hired a professional photographer to create a custom photography library specifically for Anhelo. I developed a custom filter to maintain visual consistency across all images, especially for social media.
The filter was designed to capture the essence of the brand — emphasizing the vibrant beauty of Latino culture while creating familiarity and belonging. Real families, real moments, no stock photography that felt disconnected from the community.
Website & Spanish-Language Plan Finder
I designed and built the website to be completely elastic and flexible using atomic design principles. Content writers can generate new pages without needing developers — pages are assembled from functional components that can be combined dynamically.
The site launched as the first Spanish-language Medicare plan finder, allowing seniors to compare costs and benefits from major carriers entirely in Spanish. This was crucial because most Medicare comparison tools were only available in English or offered poor translations.
The website needed to work seamlessly across all devices and be accessible for seniors who might not be tech-savvy. Clear navigation, readable type, and straightforward interactions were essential.
Design System
I built a comprehensive design system to ensure consistency across all touchpoints and enable the team to scale quickly. The system includes brand guidelines, component libraries, usage patterns, and implementation documentation.
Full design system: https://design.anhelosalud.com/
Anhelo helped over 60,000 people enroll in Medicare plans in its first year. The brand successfully established trust with the Latino community, and the platform became the first of its kind offering personalized Medicare plan comparison 100% in Spanish.
The company now employs over 200 bilingual licensed insurance agents and continues to serve tens of thousands of Hispanic Medicare beneficiaries annually. Dr. Juan Rivera, Univision's Chief Medical Correspondent, became their brand ambassador.
This project was about more than making something look good. It was about creating access for an underserved community facing real barriers to healthcare.
The brand needed to build trust with people who've been taken advantage of by deceptive enrollment tactics. The website needed to simplify something genuinely complicated. The design system needed to enable rapid scaling while maintaining cultural authenticity.
Everything — the visual identity, photography, website architecture, and design system — was designed to serve that mission: empowering Latino seniors to make informed healthcare decisions in their own language.
Complete brand identity system, custom photography library and filter guidelines, responsive website built on atomic design principles, Spanish-language Medicare plan finder, comprehensive design system with component libraries and documentation.
I led the complete brand development, website design and build, and design system creation for Anhelo. This included defining the visual identity, art directing custom photography, designing and implementing the website architecture, and building the design system that would enable the team to scale.
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