Independence Blue Cross (IBC) unveiled a new brand position and advertising campaign that highlights the benefits of a better coordinated health care system that places members' health and wellness at the center of everything the company does.
Siegel+Gale redesigned the Independence Blue Cross 20-year old logo to reinforce the trusted Blue brand through a more contemporary, bold, yet friendly mark. The company's newly redesigned logo now consists of the word "Independence" followed by the iconic blue cross graphic.
The new ad campaign, which spans television, radio, print, digital, transit signage, and billboards, uses the human body as a metaphor for the power of perfect coordination. As the human body has many complicated moving parts that all work together seamlessly, the ads ask, "Wouldn't it be nice if our health care were this coordinated?"
The new tagline, "Changing the game," signals that at a time of remarkable transformation in health care in the United States, IBC is leading the way with changes that will ultimately deliver improved care.