The need

Introduce a Total Rewards program available to Blue Shield’s 7,000+ employees across California. The new program was unveiled with a challenging dual objective: build a new brand platform and content to promote its value and progressive features to younger and longer-term employees — and communicate several sensitive benefits changes to separate audiences company-wide.

 

My role

I was contracted by Mercer Consulting | San Francisco as a creative partner to develop a program identity, messaging and visual media content to support its much broader Total Rewards implementation and engagement initiative with Blue Shield of California. My role was to:

• assemble and lead a seasoned design, messaging and video production creative team

• co-facilitate scoping + discovery

• interface with Mercer and Blue Shield project team members

• direct development of the new brand’s visual, thematic and messaging platform

• establish core design + brand standards

• concept, script and oversee production of multiple short-form videos

 

Results

As a premier health care organization committed to serving millions of Californians, the rollout was an opportunity for Blue Shield to convey its genuine commitment to its own people. But the rollout would have to coincide with several benefits plan changes and modifications. Our involvement resulted in::

• new Total Rewards brand (theme, identity, design and message platform)

• CEO announcement and positioning

• program rollout and open enrollment communication support

• “snackable-length” engagement video series