Provider Communications

Art Director

The Provider Communications team reached out to me with a pretty confounding problem. The organization was sending multiple communications to it's provider network, each branded according to it's respective line-of-business (BlueCare, Medicare etc). The result was a single provider receiving 20-30+ communications from the same organization but all appearing as if they came from different companies altogether. That's when we took on the problem by issuing a brand style for provider specific communications, reducing confusion by creating a more consistent message to one of the most important members of our community.
Problem Statement: Build a brand and collateral system which scales across multiple print products – centralizing the brand relationship to the parent brand and audience – not the product brand.
Category: Art Direction
Client: BlueCross BlueShield of Tennessee

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