Blue Shield: the way we care for you.

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

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More than ever, how we care for millions of Californians really comes down to how we care for you.

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We want you to feel good about your own healthcare. It’s part of our Total Rewards commitment. And it’s one more way we care for you at Blue Shield.

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Everyone at Blue Shield is working to deliver high-quality, affordable healthcare for all Californians. And you know what? The same goes for the health programs we offer you and your family.

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Alex is kind of amazing when it comes to helping people make their healthcare choices. He’s pretty friendly, too. So grab a cup of something, and go online to chat with Alex. He’s waiting to help you feel really good about your healthcare decisions. Once you meet him, we think you’ll agree: having a conversation with Alex is... healthy. 

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New ways to help you save for your tomorrow. It’s one more way we care for you at Blue Shield.

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For our younger employees, who have a bit more time to save for retirement, things will be different. We’re introducing an enhanced 401(k), that lets you save more, faster — through a bigger contribution from Blue Shield.