IDENTITY
COLLATERAL
Blue Shield of California’s brand identity and collateral system asserted what health care should be about: giving each individual the tools and support they need to live their unique lives to the fullest. Influenced by the vitality and diversity of California, pieces within the system portrayed stories of healthy and happy lives.
The new look and subsequent campaign signaled an evolution of the company to both employees and members. The reorganized, hierarchical template-based collateral system also greatly cut the time and cost associated with the creation of member materials.
—
An Addis project.