Case Study
OVERVIEW
Florida Blue is a health insurance company and an independent licensee of the Blue Cross Blue Shield Association, established in 1944. With approximately 6,500 employees and serving over 5 million members, it operates throughout the state of Florida in all 67 counties. It provides a range of health insurance plans and services to individuals, families, and businesses. The company offers a vast array of services, including health insurance plans, healthcare services, wellness programs, customer support, technology and tools, and community involvement. Florida Blue aims to provide comprehensive health insurance coverage and services to meet the diverse needs of its members in Florida.
THE ASK
The company needed to bring all the brand portfolio created through the years under the same architecture, considering variables such as color backgrounds, language (Spanish), taglines, and partnerships. Additionally, the company requested the creation of a style guide with a set of clear standards, providing a consistent, cohesive, and efficient framework for designing marketing materials and developing digital products, and ensuring a unified look and feel across all products and platforms.
OUTCOME
In collaboration with FCB North America, I created a comprehensive and detailed style guide defining elements such as logo construction rules, typography (hierarchy and pairings), a primary color palette, an extended color palette (for illustration usage), establishing color scenarios, ratios, combinations, and including color accessibility guidelines for text as well. We also recommended a brand new illustration style, icons, and a contemporary photography style that reflected the humanity, passion, and warmth of the brand.
FCB New York and Florida Blue
