It’s My Blue
Overview
For more than 45 years, peace of mind has been a defining cultural touchpoint for BlueCross BlueShield of Tennessee. It reflects the reassurance that comes from access to quality healthcare at an affordable cost. While the organization’s mission has evolved over time, its core intent has remained consistent. Most recently, that intent was distilled into a seven-word mission statement designed to be easy to remember, flexible enough to feel personal, and strong enough to unify employees around a shared purpose.
It’s My Blue was created to bring that mission to life in a way employees could see themselves in. Now in its second decade, the campaign serves as an enduring narrative framework, guiding annual cultural and business moments while reinforcing alignment across teams, roles, and channels.
Challenge
How do you make complex enterprise strategy understandable, relevant, and meaningful to employees across roles, functions, and levels of the organization?
Approach
The work focused on clarity, relevance, and repetition. Enterprise strategy was translated into accessible narratives that treated employees as capable participants in the business, not passive recipients of information.
Directional Lens (THRUM)
Truth: The organization was navigating real, complex business conditions that needed to be acknowledged honestly
Heartbeat: Steady, long-term momentum rather than urgency or noise
Resonance: Strategy connected directly to employees’ lived work experiences
Unity: Consistent language and framing across channels
Momentum: Designed to support ongoing understanding, not a one-time announcement
Strategy Champions Video
Enterprise strategy sets direction, but it comes to life through people. This video features employees connected to the mission sharing their roles, what the work means to them, and how their contributions support the company’s broader strategy.
Divisional mission mat designed to connect enterprise strategy to team-level priorities and decisions.
Mission and purpose installations placed across campus to reinforce strategy, alignment, and shared direction.
Execution & Impact
Multi-channel storytelling and data visualization reinforced business fluency and alignment through clear, accessible language
Increased engagement across employee audiences by 5% over 3 years
Recognized for multiple awards for over a decade, including a Hermes International Award for Creativity as well as a MarCom Platinum Award for Internal Communications
Role
Creative Director and Narrative Lead
Defined the narrative framework that anchored the campaign across years, channels, and audiences
Partnered with communications and leadership teams to align mission, culture, and brand expression
Provided creative direction and editorial guidance to ensure consistency and relevance over time