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Site redesign for BlueCross BlueShield of Tennessee.
As the digital agency for BlueCross BlueShield of Tennessee, we were tasked with completely redesigning their website to better reflect their mission: to be a trusted neighbor. To achieve this, we developed an intuitive and fully accessible design system, along with crafting a friendly and conversational brand voice. Health insurance is often frustrating, so we strived to simplify messaging, use authentic imagery, and restructure content for an enjoyable and supportive experience.
For Critical Mass
Creative Director: Keith Henneman
UX Architect: Chris Hickey
Copywriter: Lauren Ophaug