Blue Cross and Blue Shield of Texas faced a challenge common to many larger brands. With multiple stakeholders, multiple divisions, and no defined guidelines, they found their communications materials were losing a common focus, message, and visual identity.
These issues were solved by providing a high-impact comprehensive collateral system that ensured visual consistency across all materials, yet still gave the various product managers enough flexibility to tell their unique stories.
In addition, an online communications standards guide was developed that gave their communications team clear, specific guidelines on every aspect of the brand. This allowed for considerable cost savings to the client, as it reduced the amount of time needed for their internal design department to create and produce new communications materials.
