It was indeed a labor of love—but we successfully launched a robust brand refresh that captured (almost) everything in a succinct launch. The guidelines are over 100 pages and counting, to be inexact. Working closely with stakeholders across the company, we established broad guidance to explore the advancement of the brand. Photography was offered through the Blue Cross Blue Shield brand, but colors, fonts, how to lay out templates, etc., was determined by our small in-house team. The roll out included Medicare materials that are extremely stringent in order to meet ADA Federal requirements (no font can be smaller than 12 pt). We leaned heavily on imagery with blue tints, a variety of blues provided many supporting elements to keep the brand fresh while staying consistent and recognizable.
Magazine concept: photo credit to John Keatley, images used as style reference.