We initially presented Blue Shield of California with two directions, both of which really leaned onto the idea of navigation, of Blue Shield helping to lead your way through this logistical nightmare of healthcare reform. The one they chose was this idea of a road trip up and down California as you go through the pages, with a blue road and their shield as signage. That was the higher-level concept. From there, we got the content from them, made it more approachable from a writing standpoint, and worked from the illustration side to tie it all together. We made the text as approachable as possible, and definitely used design to help do that. Some things have to be said as they are and we had to include certain charts, but we could give it personality and make it more streamlined.
In the end we wanted a piece that you aren’t used to seeing from an insurance provider and don’t have to be a doctor to decipher. The combination of fun illustration, strong design, and clear, conversational writing helped get us there.