Story Six, “Live Blue, Blue Cross Blue Shield”, For The “Willoughby Design Lookbook”, Cooper Hewitt National Design Awards
Date
Credits
- Willoughby Design 7 Agency
- Ann Willoughby 8 Creative Director
- Nicole Satterwhite 7 Design Director
- Tad Carpenter Illustrator
- Lisa Carreu Copywriter
- Miscellaneous 3 Photographer
- Helix + Design Production Designer
Format
- website 71
- Illustration 437
- Logo 402
- Calendar 36
- Information Graphics 86
- Environmental Graphics 11
Clients
Typefaces
- Trajan 2
- Freight Text 2
Techniques
- photography 164
Dimensions
Printed Pages
Locations Made
- United States 1051
- Kansas City 6
- Kansas
- Missouri 10
Links
LIVE BLUE
The lead-up to the Affordable Care Act sparked significant national debate, fundamentally altering the health insurance landscape while leaving many consumers feeling overwhelmed. In response, the CEO of Blue Cross Blue Shield Kansas City engaged Willoughby Design to develop a visionary service platform and physical space designed to simplify and help people navigate the complex insurance options.
The design of the brand experience was an approachable, health-centric brand and retail environment. This physical store experience not only facilitated insurance selection but also promoted proactive wellness through community-focused activities, such as fitness programs and free health classes.
Developed in partnership with Helix Architects and the BCBS Retail Group, the award-winning Live Blue stores served as communal hubs for wellness and individual support. These innovative retail locations were established in both Kansas City and Minneapolis.