Creative producer

HMO brand build

I led the project to build the Premera Blue Cross HMO brand from the ground up. When I was brought onto the project, a lot of the key messaging and value propositions had already been outlined.

Concept: Create a brand that exemplifies the more personalized approach that the HMO plan offers.

Goal: Ensure that all marketing, advertising, sales, and legal assets are clearly differentiated from the completely separate and unrelated Premera Blue Cross brand.

Roles: Producer, writer, editor, branding + marketing liaison

Vendors: Phinney Bischoff (branding), MotoFish (photography)

I continued to serve as the Premera Blue Cross HMO branding expert in the marketing department until April 2024. in 2022, I ran weekly branding and legal office hours during which our corporate attorneys answered questions and about OIC (regulatory body) regulations and guidelines.

Here are some selected screenshots from the HMO website, which feature a lot of the brand elements that we worked on:

HMO PCP Search and Select

Premera Blue Cross HMO offers a new digital experience called PCP Search and Select. I wrote, produced, and directed an instructional video that walks members through the resource.

Concept: Introduce members to the PCP Search and Select tool and lead them through it step by step.

Goal: Facilitate the member experience as they pick their primary care provider (PCP), which is a required condition of enrolling in an HMO plan.’

Roles: Writer, producer, director

Vendor: Run Studios (sound, makeup, lighting)