When it comes to a company (and brand) with heart, I’m not sure I can name one that does it better than CareFirst. It all started with our existing With Care expression, a signature on the “love letter” to our members. The POV was strong. The voice equally so. However, our challenge was that we needed to help the brand show up in the market in a less informal way to compete with the likes of the non-regional brands coming into our turf.
I needed to find ways to show (and preach) the value of Design across our brand campaigns and digital product work, and to make an immediate impact in our DX/CX strategy. I also guided the team in becoming more agile while still maintaining our conceptual muscle and highest of standards. Despite a challenging landscape, the result was a team who was easy to work with and always represented our “Difference Makers” moniker.
Digital Products: How might we show innovation in a complicated and highly-regulated environment when the world needs more simple?
Brand Design: How might we keep the same heart across B2C and B2B that customers appreciate while still being able to compete as a more polished brand for brokers and employers?
Campaigns: How might we keep local relevance and global resonance in our region in ways that are bold, authentic and unexpected?
Role: Creative Direction, Art Direction, Visual Design, Brand Strategy+Design and the occasional writing of the words
Collaborators: Melanie Breichner, Lauren Berry, Erica Bolton, Amy Freeze, Megan Hart, Rich Hilbert, Amee Kothary, Ziada Mrisho, Gareth McCartney, Tammy McDuffie, Nicholas Poole, Romee Prajapati, Jeremy Pratte, Judy Reiter, Suzanne Schriver, Robert Sohn, Ted Sidey, Dave Von Berg, Brian Webb and way too many Marketing peeps to mention here (plus some amazing partners-in-crime at
Planit Agency,
Black Oak Visuals and
Finn Partners)