Blue Shield - Brand Turnaround

Problem
Blue Shield of California was a premium priced product, with a lowbrow brand - a bad combination in a category that requires trust.

Insight
Our seemingly intangible high order values, have real tangible value.

Solution
The value in our values - a complete brand repositioning that married the high minded values of the brand with the real value the product delivers; Complete with a premium redesign.

Result
21% increase in brand preference, cutting the competitive gap to Kaiser in half, and overtaking the rest of the category by jumping from #5 to #2.