Reimagining the state of well-being for Vermont
As Vermont’s only local, not-for-profit health plan, BCBSVT faced growing pressure from national competitors. We partnered with their team to develop a new brand identity and plan offerings to help them stand out and stay local.
Grounded in audience, market, and stakeholder research, we built a full brand architecture—mission and vision, core differentiators, brand story, voice and tone, and a comprehensive style guide.
The result: a 16% increase in overall brand perception. Vermonters saw BCBSVT as more ethical, innovative, trustworthy, inclusive, and uniquely Vermont. The voice came through as clear, direct, empathetic, and inspiring.
We brought the refreshed brand to life through a fully integrated enrollment campaign, spanning search, social, web, video, print, OOH, direct mail, and more—creating a unified customer journey from awareness to enrollment. And met or exceeded all campaign KPIs.
Digital
Using detailed audience insights, we created tailored landing pages, emails, social posts, search, and display ads to guide users through the funnel and drive conversion.
To complement our digital work, we applied the new brand system to OOH, print ads, direct mail, a “Know Before You Go” brochure to support better doctor visits, and a redesigned enrollment guide.
