Kansans feel disconnected and frustrated with their health insurance.
And in a market that’s overrun with national providers plastering ads everywhere offering local services, Kansans didn’t know who to trust or where to turn. It was time for Blue Cross Blue Shield of Kansas to double down on their unique brand position and offer consumers something different: health insurance the Kansas Way. After all, who’s going to look out for communities better than the people who actually live in them?
First, we updated their logo to place more emphasis on who they serve.
To soften the existing brand’s corporate feel, and stand out a cold competitive set, we created a custom set of patterns and colors inspired by the natural elements that make up the rich landscape of the state.
Patterns inspired by wind swirling through tall grass on the kansas plains, crop lines and wheat shocks are paired with colors like cottonwood, limestone and honeybee.
A renewed approach to photography was mandatory, focusing more on authentic life moments that better reflected real Kansans. Additionally, language and tone were refocused to ensure the brand messaging felt simple, friendly and familiar.
To ensure we were on the right path, a study was conducted among Kansans pitting the new design system against competitors and the previous identity. The new work outperformed in every metric including ease of understanding and commitment to Kansans.
My role: concept, brand development, copywriting, design direction, ongoing brand support