Blue Cross Blue Shield of Massachusetts Rebrand

Translating Brand Into Space, Screen, and Print

The challenge

After partnering with an external agency to craft a bold new brand identity, Blue Cross Blue Shield of Massachusetts needed to operationalize that vision across every internal and external touchpoint — from signage and stationary to executive presentations and physical office environments.

As Senior Designer and Creative Lead on the Corporate Communications team, I led the charge to bring the new visual identity to life across channels, collaborating closely with marketing partners and in-house production talent to ensure the brand felt cohesive, polished, and true to its mission.

printed booklet for annual report

(Left) The printed version of the Annual Report in 2019 (Right) the digital/web version that I designed in the new brand style.

My Role

I wore many hats on this project:

  • Visual designer for digital, print, and environmental applications

  • Creative lead guiding the brand rollout vision and execution

  • People manager to a videographer, photographer, and junior designer

  • Cross-functional partner to marketing, executive leadership, and office services

Multi-Channel Brand Activation

The rebrand wasn’t a simple logo swap — it required a comprehensive translation of visual identity into real-world applications. I led creative execution across:

  • Digital signage and in-office monitors

  • Print materials (flyers, posters, placards, directional signage)

  • Corporate templates (PowerPoint, Word docs, letterhead)

  • Executive assets including CEO stationary, boardroom decks, and internal announcements

  • Video and motion graphics that introduced the brand and conveyed its evolution

blue cross lobby

Bringing the Brand to Life — Physically

One of the most unique aspects of this work was activating the brand across physical office environments in three locations — starting with our flagship building in Boston.

During COVID, I worked alongside another designer and the marketing team to:

  • Conduct on-site walkthroughs (with masks + tape measures in hand!)

  • Assess lighting, wall dimensions, and material constraints

  • Curate brand-aligned imagery, typography treatments, and color palettes

  • Translate the brand system into a physical design plan for interior spaces — including custom wall graphics, framed artwork, paint color guides, and branded installations

It was a whole new design muscle for me — navigating the intersection of interior design, environmental graphics, and brand storytelling.

Bringing the brand to life in the physical office space, using colors, typographic elements and brand-approved shapes and styles

I worked with our Marketing brand designer to bring the brand to life, physically, across all three of our office locations in addition to on digital and print channels

Collaboration in Motion

This project required intense collaboration with:

  • Marketing leadership to align on tone, message, and materials

  • Office services and facilities teams to ensure feasibility and compliance

  • The external brand agency to adapt their conceptual work into executable real-world assets

  • Senior executives (including the CEO) to ensure brand alignment at the highest levels

Takeaway

This project taught me that great design is dimensional. It’s not just pixels or print — it’s about how a brand is felt across every medium, every room, every moment. Translating an identity into a lived experience was one of the most creatively rewarding challenges of my career, and it expanded my thinking as a designer, leader, and collaborator.