Passport Advantage (PAD) is an HMO Special Needs Plan providing Medicare coverage in 16 counties in Kentucky. Because Passport has both a Medicare plan (Passport Advantage) and a Medicaid plan (Passport Health Plan) designs for PAD must fit within the Passport brand guidelines, but also meet design specifications for
the Medicare line of business.
Pieces designed for PAD feature photographs representing their members, use of brand colors purple and green, and simple iconography for their benefits. PAD also utilizes the sunflower in many pieces, including the Sunflower Magazine, because it symbolizes warmth, happiness, and longevity.
Designing for Passport Advantage involves challenges of following government regulatory requirements for lengthy disclaimers and maintaining a font size of at least 12 pt.