For this project I was responsible for creating a handful of new Blue Cross Blue Shield print ads with the team at LUCKIE. Blue Cross typically uses these ads as a part of their sponsorships and provides these ads if any other departments have a need for an awareness specific ad. Blue Cross also wanted these to tie into The One Thing campaign we were running for them from a language and imagery standpoint. Outside of that, the best part to this project comes in with the sports related print ads. I had full creative freedom...within reason. Lets dig in.
Asset central
One of my very first steps in getting this up and running, was to beef up BCBS's asset library. This was necessary because quite a few of the print ads that they wanted was never done before, and was a first for them. As always we start in somebodies sketchbook –typically mine. From there we go to vectoring in Illustrator. That being said, Blue Cross typically follows a simple and flat illustration style, but strong enough to become evergreen without the need to constantly provide new smilies for every thing that they want to do in the future. Baseball, Football, and Basketball were assets already in their library. The rest I created based on the designs of these three. BCBS ended up approving all the new smilies I made. Pretty cool huh?
Team sport
Graphic design is a team sport. Working with my mentor's oversight and one of the best copy writers that I know, they truly allowed me to simply play! Since I didn't have to wordsmith on this, I only had to worry about the overall design while following brand guidelines and trying not to break the rules too much. Imagery was sourced from the shoot we did for The One Thing campaign, and I just finished a ton of asset creations in illustrator. Mix is all together and you get one heck of a print ad potluck. Soup's up!
Target Audience: Under 65 (Left), Group (Middle), Over 65 (right)
Target Audience: Youth (Left), Communities (Middle), Heart Month (right)
Brick by Brick
Here's all of the concepts for the print ads that I did. Approved and Unapproved concepts that I pitched.
Created in collaboration with creative director and copywriter.