Enterprise Communications

Art Director

I spent 4 years as Art Director for Enterprise / Commercial communications and 4 years as a Designer and Production Designer in a fast paced, high volume production environment, slowly and methodically nudging the brand over the years towards simplifying the complexity of this 3,000+ employee organization.
Problem Statement: When I took over Commercial / Enterprise communications as Art Director for BlueCross BlueShield of Tennessee, Commercial brand was positioned very loosely with design patterns varying in age for a 3,000+/yr project caseload. Brand hierarchies were uncertain and subsidiary marks / various product brands competed for dominance with the parent brand. This ran against the research and data which suggested that members trusted the parent brand, but had no context or understanding of the many child brands which promoted BlueCross' product offerings. Additionally, guidelines were loose enough to discern which designer on a team worked on the project.
Successes: We established brand guidelines for Commercial / Enterprise that represented the hierarchy and brand architecture which positioned the parent brand clearly – reducing confusion and fostering trust in BlueCross' brand communications.
Category: Art Direction
Client: BlueCross BlueShield of Tennessee

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