ANTHEM BCBS
Simplifying healthcare through strategy and design
All major health insurance companies were trying to establish emotional connections with their B2C audience, leading to little differentiation between the brands. Most were failing to deliver a feeling of simplicity and clarity.
We saw an opportunity in the marketplace for one major player to become the simple, clear and concise voice—one that could break through the clutter to connect with consumers in a time of major health care change. A brand strategy approach was implemented to simplify the current design to better connect with consumers. If we wanted them to buy into Anthem’s world of health and security, first we had to show them that we could speak to them in a simple, human voice.
Our approach was to embrace clear communication across all channels and brand touch points. We did this by refreshing the look and feel of the brand—typography, photography, colors and brand voice were all evolved to achieve this both verbally and visually while adhering to the Anthem brand guidelines.
The result enabled Anthem to tell their story in a simplified, human voice as well as facilitate a better experience to the user.
