Art Director
A 3,000-person enterprise sending communications that competed with themselves. Four years as Art Director establishing the hierarchy – parent brand primary, everything else in its place.
Problem Statement: Commercial brand had no hierarchy. Subsidiary marks and product lines competed with the parent for dominance – producing communications that confused the very members they were meant to serve. Research showed members trusted the BCBST name but couldn't connect it to the products they were using. That gap was the work.
Successes: Clear hierarchy established. Parent brand primary, product brands in their place. Consistent communications across the enterprise. Confusion reduced. Trust built.
Category: Art Direction
Client: BlueCross BlueShield of Tennessee
