Brand identity and design systems. Seven years at BlueCross BlueShield of Tennessee. Independent practice. Here for work that lasts.
Practice
First in-house build. No system, no precedent.
Before it had a name. Every channel at once.
One parent brand. Every product line speaking over it.
Teens in distress feel like impossible things. The mark had to be one too.
The mark had to stand for something. So we found one that did.
Every campaign from scratch. No system, no path forward.
50 miles of mountain terrain. The identity had to feel like the race.
30+ communications. Same source, no shared voice.
