Blue Cross Blue Shield of Massachusetts

Coloring outside the lines
of the typical employer brand

Brand Strategy / DEI / Design / Experiences

Blue Cross Blue Shield of Massachusetts prizes diversity, equity and inclusion in its workforce. As both a closely watched healthcare leader and an employer competing for top talent, they needed a brand to tell that story to a wide range of audiences.

The IDEA

True colors go beyond
what you can see

There’s more to Blue’s people than meets the eye. They bring diversity of backgrounds, a plethora of perspectives, unique passions and quirky (that’s a polite way of saying weird) hobbies.

A brand with
a mission

Blue Cross is deeply committed to fighting racism and addressing inequities in healthcare. Their employer brand is helping them compete for the accomplished, diverse talent they need to drive big change.

26%

of employees are people of color

The Brand

Real people with
spark — not stock

At the heart of the brand are actual employees revealing their true colors — their passions, their strengths, their unicorn mugs. The five colored squares help break from the master brand while bringing consistency to DEI initiatives.

Stephanie Browne
Vice President Talent Acquisition, Chief Diversity, Equity & Inclusion Officer

“It’s so important that the brand speaks to diverse audiences authentically. Our ‘Bring your true colors to Blue’ tagline is easy to remember for all our employees and we strive daily to make it real. It’s helping my team build the workforce — and support the culture — we need at Blue Cross Blue Shield of Massachusetts.”

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Coloring outside the lines of the typical employer brand

The IDEA

True colors go beyond what you can see

A brand with a mission