BCBS Kansas

BCBS Kansas employees take great pride in their work. There’s an authenticity to what they do as part of a non-profit company that’s also local. They understand what Kansans want and need from their health care, and they wanted that to come across in their new brand. That involved updating language to show their caring, empathetic nature and keeping things conversational to relate with people. These adcepts brought those ideas to light, and the revised copy guidelines set parameters for how to speak in marketing efforts.

Note that, because these were concepts for ideas/headlines, some body copy is purposefully “lorem ipsum.”