Digital Outreach

Art Director

As we set our sights on expanding and growing our skillset in the digital realm, we were given the opportunity to explore establishing a design language and framework for BlueCross’ email communications. We started by conducting a general audit of all communications sent in the previous year, allowing the team to organize a common language that would create a more seamless transition between handoffs.
Problem Statement: Breaking down the UI patterns revealed a common issue — there was no universal representation of commonly used elements like buttons and links. Additionally, communications were built ad-hoc and produced as unique static designs – reducing overall brand cohesion.
Successes: A foundational design system was established, collaborating with our email developers to determine the best method to componentize and manage the code base and documentation and guidelines were produced to illustrate best-in-class outreach communications.
Category: Digital Design
Client: BlueCross BlueShield of Tennessee

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