Blue Cross Blue Shield of Massachusetts

Brand Identity + Advertising

Blue Cross Blue Shield of Massachusetts was my first account. My entry into the account came after I designed their brand identity. It was mark that represented a transition from the BCBS insurance provider to a modern day health care leader in the state of Massachusetts. It was very much an exercise in the deconstruction of their old mark to emphasize the focus, simplicity and straight forwardness of the cutting-edge organization. Their mission from then on, to make health care accessible by every resident of Massachusetts, whether they became BCBS members or not. They were at the forefront of healthcare reform in Massachusetts. It was an opportunity for the brand to become synonymous with health care access. This proved very successful for the organization. 

The Team: Art Direction + Design: Marie Rockett // Creative Direction: Tom Simons // Producer: Debbie Easdon // Production: Picture Park (Beckmeyer) // Edit: Editbar