Blue Cross and Blue Shield of Nebraska
Blue Cross and Blue Shield of Nebraska
Info
Services
Services
In-house
In-house
Creative Direction
Creative Direction
Brand Leadership
Brand Leadership
Engagement
Engagement
In-house
In-house
Year
Year
2023-2026
2023-2026
Blue Cross and Blue Shield of Nebraska is one of the state’s most trusted brands in health, and part of a national federation that represents one of the most recognized brands in America. If all the independent BCBS companies combined, they would rank #3 on the Fortune 500 list. I took the reins as creative and brand leader in 2022.
When I joined the organization, the brand was respected but needed new energy. After years of reactive communication and scattered creative, it lacked a clear center. My goal was to restore focus and discipline while bringing a more modern and emotionally resonant expression to life.
Since stepping into creative leadership, I have led that transformation. I shaped the company’s voice and visual presence across hundreds of touchpoints each year and built a small, high-performing in-house creative team that delivers agency-level work with speed and conviction.
Healthy Home Team
When our CEO challenged Communications to “hang a Blue Cross sign in every high school gym or field in the state,” I created the plan to make it happen.
The result was Healthy Home Team, a statewide grant program that now partners with 100 schools each year. It channels $55,000 directly into Nebraska communities and reinforces BCBSNE’s role as a genuine community partner.
The program launched just eight weeks after the initial conversation and quickly surpassed its first-year targets. Applications came from 58 of Nebraska’s 93 counties, including some of the smallest in the nation. At full scale, the initiative will reach roughly 1.9 million annual impressions, roughly equal to the state’s entire population.
Reinvigorating the Brand
The Blue Cross and Blue Shield brands are instantly recognizable, but local expressions can drift. BCBSNE’s visual identity had grown inconsistent, losing the strength and unity the “Blue” name deserves.
I redefined the design language around our most powerful asset, the unmistakable BCBS blue, and built a flexible system that could adapt quickly while drawing on decades of brand equity. The structure gave our team room to experiment while maintaining visual discipline, restoring recognition and confidence across every line of business.
The result is a brand that feels both timeless and new, familiar yet more vibrant and self-assured.
Open Enrollment Campaign
Each fall and winter brings our most competitive season: Open Enrollment. This period shapes how Nebraskans experience the brand.
I led a statewide campaign that positioned BCBSNE as a trusted presence in everyday health. The creative direction connected our reputation for reliability with a renewed sense of optimism and warmth, highlighting our recognition as the Heartland’s best in customer experience.
The campaign ran across digital, broadcast, and outdoor channels, creating a unified voice that supported enrollment goals and strengthened long-term brand equity.
Creative Leadership at Scale
Inside BCBSNE, my work extends beyond design and copy. I lead a team of multidisciplinary creatives focused on elevating how the company presents itself to members and the community.
We have built a rhythm of disciplined creativity—structured enough to operate at scale, flexible enough to stay fresh. From statewide campaigns to internal initiatives, our work demonstrates that clarity and craft are strategic levers for deeper connection and growth.
Outcome
Blue Cross and Blue Shield of Nebraska now presents as focused and confident, a modern health brand grounded in the trust Nebraskans have always placed in it. The creative team I lead has helped the organization speak with a stronger, steadier voice.
This chapter of my career has been about giving a legacy brand its spark again and building the momentum to keep it alive for years to come.
—
Disclaimer
All work displayed on this page was produced as a function of my employment with BCBSNE, and is owned by BCBSNE. BCBSNE is not responsible for the content of this website. All views expressed on this webpage are my own and not those of BCBSNE. BCBSNE is an independent licensee of the Blue Cross Blue Shield Association.
Blue Cross and Blue Shield of Nebraska is one of the state’s most trusted brands in health, and part of a national federation that represents one of the most recognized brands in America. If all the independent BCBS companies combined, they would rank #3 on the Fortune 500 list. I took the reins as creative and brand leader in 2022.
When I joined the organization, the brand was respected but needed new energy. After years of reactive communication and scattered creative, it lacked a clear center. My goal was to restore focus and discipline while bringing a more modern and emotionally resonant expression to life.
Since stepping into creative leadership, I have led that transformation. I shaped the company’s voice and visual presence across hundreds of touchpoints each year and built a small, high-performing in-house creative team that delivers agency-level work with speed and conviction.
Healthy Home Team
When our CEO challenged Communications to “hang a Blue Cross sign in every high school gym or field in the state,” I created the plan to make it happen.
The result was Healthy Home Team, a statewide grant program that now partners with 100 schools each year. It channels $55,000 directly into Nebraska communities and reinforces BCBSNE’s role as a genuine community partner.
The program launched just eight weeks after the initial conversation and quickly surpassed its first-year targets. Applications came from 58 of Nebraska’s 93 counties, including some of the smallest in the nation. At full scale, the initiative will reach roughly 1.9 million annual impressions, roughly equal to the state’s entire population.
Reinvigorating the Brand
The Blue Cross and Blue Shield brands are instantly recognizable, but local expressions can drift. BCBSNE’s visual identity had grown inconsistent, losing the strength and unity the “Blue” name deserves.
I redefined the design language around our most powerful asset, the unmistakable BCBS blue, and built a flexible system that could adapt quickly while drawing on decades of brand equity. The structure gave our team room to experiment while maintaining visual discipline, restoring recognition and confidence across every line of business.
The result is a brand that feels both timeless and new, familiar yet more vibrant and self-assured.
Open Enrollment Campaign
Each fall and winter brings our most competitive season: Open Enrollment. This period shapes how Nebraskans experience the brand.
I led a statewide campaign that positioned BCBSNE as a trusted presence in everyday health. The creative direction connected our reputation for reliability with a renewed sense of optimism and warmth, highlighting our recognition as the Heartland’s best in customer experience.
The campaign ran across digital, broadcast, and outdoor channels, creating a unified voice that supported enrollment goals and strengthened long-term brand equity.
Creative Leadership at Scale
Inside BCBSNE, my work extends beyond design and copy. I lead a team of multidisciplinary creatives focused on elevating how the company presents itself to members and the community.
We have built a rhythm of disciplined creativity—structured enough to operate at scale, flexible enough to stay fresh. From statewide campaigns to internal initiatives, our work demonstrates that clarity and craft are strategic levers for deeper connection and growth.
Outcome
Blue Cross and Blue Shield of Nebraska now presents as focused and confident, a modern health brand grounded in the trust Nebraskans have always placed in it. The creative team I lead has helped the organization speak with a stronger, steadier voice.
This chapter of my career has been about giving a legacy brand its spark again and building the momentum to keep it alive for years to come.
—
Disclaimer
All work displayed on this page was produced as a function of my employment with BCBSNE, and is owned by BCBSNE. BCBSNE is not responsible for the content of this website. All views expressed on this webpage are my own and not those of BCBSNE. BCBSNE is an independent licensee of the Blue Cross Blue Shield Association.
