Blue Cross and Blue Shield wanted to reach an audience of no-nonsense, benefit-savvy Federal Employees who were in dire need of a morale boost (and health insurance).

The #ProudtobeFE social campaign gave Federal Employees an opportunity to share why they are proudest to do what they do, lifting them up and reinvigorating their sense of purpose. The aggregated social posts would be used to feed large scale digital installations in the Washington DC area, in lieu of a traditional campaign media.

While this idea never fully got off the ground in the way that we had envisioned, #ProudtobeFE had the potential to do so much more than sell health insurance.

Federal employees have to re-enroll each year for their healthcare and that has made them very smart shoppers. While Blue Cross is a brand with a stable reputation, their advertising to federal employees has to work a little harder to show all of the great benefits that come with the price tag. We created this integrated campaign for our client Blue Cross and Blue Shield Federal Employee Program, which included print, online and out-of-home and two station dominations in Washington D.C.

The campaign helped Blue Cross FEP retain their 96% of the marketshare in a very competitive year.

b.good is a brand with a passion for two things: wholesome food and the serving the community. So when they saw opportunity to develop a local Boston farm that gave back, they pounced on it.

They were restoring an abandoned farm on Long Island in Boston Harbor. Volunteers would work alongside b.good team members, planting crops that would be harvested and eventually donated. They had also partnered with a summer camp so that at-risk youth could spend the day time on the farm learning how to grow and eat healthy food. An amazing plan, all they needed was to spread the word and get people signed up. 

But the farm wasn’t quite a farm yet; no irrigation system, no plants...just dirt. We had to find a way to get people excited about spending the day on Hannah Farm when there was no actual farm to show. So we used illustration and animation to bring b.good's farm to life. We designed posters that hung in the b.good restaurants and we helped them spread the word through social media. 

Before long, the Hannah Farm was in full swing and giving back in so many ways. Last year, they grew 12,300 pounds of produce and donated 75% of it to people who needed fresh healthy food. All the feels.

Healthcare is a hot topic. People are feeling confused and frustrated by the rising costs and less loyal to the tried and true brands than ever before. Capital District Physicians Health Plan is a jewel of a health plan that is working hard to find new ways to support its upstate New York members, whatever stage of life they may be in. They needed a campaign that reminded people of all the ways CDPHP is there for their members. The spots needed to feel real, relatable and convey the personal touch that is such a big part of their brand.

Director: Jonathan Bekemeier; DP: Norman Bonnie; Edit: EditBar

Healthcare is broken. With the increasing complexity of the healthcare system comes an avalanche of busywork for doctors and healthcare professionals. Caregivers are are left with little time to care for patients and even less time for their life outside of work. Physician burnout is at an all time high and one in three wouldn't do it all over again, given the option.

athenahealth has created a platform to change that. Health records are shared seamlessly across health systems, administrative tasks are automated and documentation time is reduced, “freeing up” caregivers and healthcare professionals precious time back to focus on what matters most: patient care. And perhaps even make it home in time for dinner.

The national campaign is running across digital video, display, print and social. Results are ongoing, but strong.

• 5.4% lift in aided brand awareness
• Favorability increased by 18%
• Pre-roll completion rates 65% (industry benchmark of 40%)

Whether it’s an online rating or a word-of-mouth recommendation, savvy shoppers rely on reviews. Shopping for a health plan is no exception. Testimonials were a huge part of building the brand that is Blue Cross and Blue Shield of Massachusetts today. They made a large, faceless corporation human, which in turn built trust. This is a small sampling of several TV spots I worked on for BCBSMA. Maybe it’s the Mainer in me, but the fisherman spot is still one of my all time favorites.

Director: Jonathan Bekemeier; DP: Norman Bonnie; Edit: EditBar

Logo design is far and away one of the most challenging things I work on but I love it. I'm obsessive about typography and color, and that goes for all of my work. I believe that even pure design assignments should be conceptual. And sometimes restraint is the hardest but most crucial thing to master when developing a mark that truly sings.

Mintz Levin is a well-respected law firm that has stood the test of time - 80 years and still going strong. They have a hard-won reputation for helping clients break through into some of the world’s most innovative industries, so they have to be equally nimble and progressive in their approach. They needed a logo and website that would help them stand out in an otherwise stodgy and conservative space. Shortening their name to just “Mintz” was a good start.

The logo design was inspired by the idea of intersection or overlap. History with innovation, Mintz with their clients. This theme of overlap then influenced the website design, where moving color fields interplay with one another as the pages load.

athenahealth has a cloud-based platform, which means they are constantly collecting a tremendous amount of data. And from all that rich data, they have a unique insight into many of healthcare’s hottest topics; from doctor burnout to the resurgence of Lime Disease.

They wanted a content hub that would allow them to demonstrate that their leadership in the healthcare technology space and prove their commitment to “unbreaking healthcare”. The insights live as articles, infographics and interactive tools; all updated realtime to keep the content fresh and keep physicians coming back.

Once one of the most successful and fastest-growing direct-selling businesses in the world, Thirty-One Gifts was purchased a private equity firm in 2020. They were committed to modernizing the brand in an attempt to appeal to a broader, younger and savvier audience and get business growing again. Our challenge was to give the brand a fresh face, while honoring the brand’s heritage that the consultants still had so much passion for.

We gave them a fresh new logo mark, with a more modern take on their legacy script logo. Next we gave their famous pink a little jolt of electricity and built an understated palette around it that would give their internal team plenty to work with, and allow their product photography to shine.

There was a lot of discovery and strategy required, but the resulting brand refresh was one we could all rally around.