Project: Website Redesign

As the digital agency for BlueCross BlueShield of Tennessee, we were tasked with a full redesign of their website. Health insurance is already intimidating, confusing and frustrating without trying to navigate a complicated site filled with even more complicated information.

So, we simplified the messaging, used custom iconography, more relatable imagery, as well as condensed and organized content for an easier, more productive experience that also felt authentic to the brand. We created a design system that was both intuitive and fully accessible, making it easier to navigate. And we developed a brand voice that was friendly, conversational and easier to understand.

Website | Branding | Brand Voice

Agency: Critical Mass (Chicago)
CD: Keith Henneman
AD: Evan Cole