Blue Shield of California

Pink 3D number 100 illustration animated with spinning zeros.

MODERNIZING A BRAND TO FOCUS ON CALIFORNIANS NOW AND IN THE FUTURE

Vibrant green horizontal brushstroke on a black background.

Rebrand

Illustration of 2 white sparkles pulsating.

Capabilities

Creative

Design

Production

Strategy

PROBLEM

The Blue Shield of California brand identity needed a refresh to communicate their never-ending drive to improve the care of Californians no matter where their lives takes them.

OUTSIDE-INSIGHT

Californians draw inspiration from cities around the country.

Red, orange, and yellow animated flame illustration.

SOLUTION

The development of a fresh perspective to their differentiated black and white imagery while adding color, texture and depth to the visual identity inspired by the places that Californians call home and the places they aspire to be.

MEDIUM

A visual language to be used across the business which communicated a contemporary brand for Californians no matter where their lives take them.

Typography animation spelling out "you".

Color palette animation of color circles coming together around a blue shield icon.

Tablet displaying a full screen image of a Blue Shield emailer.

Woman in athletic gear exhaling in cold air.

Black and white portrait of a bearded man with a blue border.

Blue Shield outdoor billboard with three health-focused panels

Collage of diverse people for Blue Shield rebrand.

Blue Shield poster with a woman and 'Every you' text.

OUTSIZED IMPACT

The new visual identity revitalized the Blue Shield of California brand visually as well as re-inspired the internal team which unified the brand’s visual language.