The original “Florida Blue Cross and Blue Shield member magazine” was expensive, out of print—and the
look and feel was oh-so-tired. There were many versions targeted to the type of plan BCBSFL member’s owned, but they all had one thing in common— they were all about Blue Cross and Blue Shield, and not very focused on the member.
I renamed the magazine the “Florida Blue member magazine,” redesigned it to be MEMBER-focused, and
worked with SMEs, compliance and legal, and other partners throughout the organization to bring members practical content they could use.
I was the end-to-end producer and designer, and writer/editor of the magazine, working with internal and external partners to develop print and online versions of the publications— which included a cross-sell component whose results I tracked and reported upon.