Blue Shield of California
"Reviled." That was the result of a 2005 survey that polled consumers' overall feeling about the health insurance industry.
I took on the challenge of helping reintroduce the Blue Shield of CA brand to millions of consumers, eventually leading the creative team in defining and promoting a more friendly and relatable brand that was truly differentiating within its category.
Many of Blue Shield's large group clients wanted to promote wellness in the workplace, but didn't know where to start. We helped by creating a name and brand identity for their wellness program, complete with tactical executions.
Individual & Family Open Enrollment Site
Deductibles, Copays, Out-of-pocket maximums. Health insurance can be complicated and most people aren't enthused about picking a health plan. So when redesigning our individual and family portal, we stuck with the fundamentals of clarity and simplicity, in design, copy and functionality.
The Blue Shield website was in need of a refresh. I worked with partners across the organization and led the creative team in conceiving and designing the first major overhaul of the site in over a decade. The new website was greatly simplified for a more inviting consumer experience.
Working with agency partners, we developed a new campaign to position Blue Shield as a trusted local presence, with the goal of increasing overall brand awareness and touting some of our newer, more innovative products.
"Go with Shield" Open Enrollment App
8 1/2" x 11" open enrollment fliers are so 20th century. We figured the best way to get health plan information into the hands of prospective members was to deliver it to the phone that's already in their hands.
Plan Brochures
With literally hundreds of plan types offered to individuals, families, small and large businesses, and the Medicare-eligible, it is crucial to create a visual system that is both simple and distinct.
Creating eye-catching copy and design for print is more important than ever. I'm always looking for fun and honest ways to connect with the audience.
Health insurance brokers are a very specialized audience. I enjoy the ongoing challenge of creating engaging materials that clearly convey very complex subject matter.
I've enjoyed providing the creative direction on promotional materials for pilot programs that were the first in the healthcare industry.
AppleCare and Blue Shield Partnership
Keeping it simple to promote an alliance between a health insurer and a medical group.
We introduced Telehealth to members who don't have many options for accessing specialist care.
We made a splash in SF neighborhoods to announce the Blue Shield Store, a first-of-its-kind brick and mortar presence inside Lucky's supermarket.
As a proud sponsor of the SF Giants, we had a lot of fun celebrating every World Series victory.
One of our most successful campaigns to date, "Shield Helps" showed consumers how a Blue Shield plan could help them.
"We are California"
Californians are a unique breed. We worked with our agency partner to create a series of videos that positioned Blue Shield as a distinctly Californian company.
LifeReferrals 24/7
Life can come with a lot of challenges and Blue Shield's Life Referrals 24/7 can help members deal with them all. As for creative challenges, we were asked to create a video to promote this under-utilized program on a shoestring budget.
For Care, Not Profit
Blue Shield of California is a not-for-profit company, but most don't know it. We set out to create a memorable campaign that would let people know that we put care before profits.
"Dr. Jim and Bob"
The internet is like everyone's doctor these days. So why not engage with people when they are searching for answers to life's peskiest health problems? We worked with our agency partner to develop a 15-part video series specifically intended for social media.
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