blue cross blue shield

For this project, my team and I developed a strategic brand campaign for Blue Cross Blue Shield of North Dakota (BCBSND) aimed at increasing awareness and preference among North Dakotans aged 18–27. With many in this demographic aging out of their parents’ insurance plans, we needed to make health insurance feel approachable, relevant, and even a little fun. Our concept, “Adulting is hard, but health insurance doesn’t have to be—when you carry Blue,” positioned BCBSND as a supportive, trustworthy option during a stressful life transition. We used humor, meme-inspired graphics, and bold visuals to speak directly to Gen Z in a way that felt authentic and engaging. Our content was designed to be educational, scannable, and visually rich, simplifying complex insurance topics into digestible pieces.