Blue Cross NC
Your unwavering ally
Redefining a member-first identity for the largest health insurer in North Carolina
Challenge
Health insurance isn’t always easy to love. But since 1933, Blue Cross and Blue Shield of North Carolina (Blue Cross NC) has worked to change that—making care simpler, more affordable, and more accessible across the state. Still, with national competitors on the rise, Blue Cross NC needed to sharpen its story. The goal: to show North Carolinians—and everyone they serve—what it truly means to have an ally in their corner.
Insight
Members, providers, employers, and neighbors all wanted the same thing: a health care partner made for people like them—modern, caring, and focused on real needs. Blue Cross NC already lived these values. But their brand needed to show it, every day.
Answer
We helped Blue Cross NC define a new promise, “Your Unwavering Ally,” underscoring their goal of making health care easier for all. We then crafted a warm, personable visual identity system that shows how Blue Cross NC lives, right alongside its members, every day.
An identity with members as its DNA
A redesigned logo represents Blue Cross NC as a modern, approachable ally
to those they serve. Simplified cross and shield motifs come from the logo
and depict how they meet members in their worlds, every day. Redefined colors
come from members’ worlds and tie back to their North Carolina roots.
Photography shows members and communities living in familiar ways,
and illustrations feature typical objects from members’ everyday lives.
A familiar voice
The Blue Cross NC brand speaks with language an ally would use.
That means being warm, resolute and bold, and always letting members
know we put them first.
A brand made for members
The brand was built for all the ways Blue Cross NC cares for, speaks to, and shares in
with members – for them to feel seen, heard, supported and uplifted, every day.
