Creative Direction and Design
Creative Direction and Design
For generations, Blue Cross Blue Shield of Michigan has been one of the state's most recognized and trusted health insurance brands. Focus group research revealed something interesting: members and non-members alike associated the physical Blue Cross card with a sense of security, confidence and quality.
That insight helped shape It's One Amazing Little Card, a campaign that used approachable language and relatable situations to make a large insurance company feel more personal and accessible.
As the campaign evolved, we introduced Confidence Comes With Every Card, bringing the underlying consumer insight into sharper focus. The physical card became the visual centerpiece, appearing prominently across print, digital and sponsorship materials. We even created CGI-animated television spots in which thousands of individual cards came together to form scenes related to healthcare.
Together, the two phases demonstrate how a simple consumer insight could support an enduring creative platform, evolving in both message and execution while reinforcing the same fundamental brand promise.