BlueCross BlueShield of Tennessee

Aug 1

Enterprise Strategy that Builds Culture

Most enterprise strategy is distributed, not felt. It’s My Blue was designed to transform company mission from a corporate directive into something personal. By centering employees in the storytelling, visual identity, and ongoing rhythm of the campaign, the work created recognition, emotional connection, and a shared sense of responsibility. Over time, the strategy stopped feeling assigned and started feeling claimed.

**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.

View Video

**Mission and purpose installations placed across campus to reinforce strategy, alignment, and shared direction.**

Leading Conversations

Post-pandemic, executive communication started feeling increasingly performative. Employees knew what leaders were saying. They didn’t necessarily know who their leaders were.

The series was built around a simple idea: trust grows faster through conversation than presentation.

The format became the strategy.

Two chairs. No podium. No teleprompter. No scripted performance.

Each episode paired the Chief Communications Officer with a senior leader willing to show up as themselves; discussing philosophy, uncertainty, leadership, and the realities shaping the organization in real time.

The restraint was intentional. Minimal production. Minimal scripting. The focus stayed on presence, thoughtfulness, and human behavior rather than corporate polish.

What emerged was less an executive series and more a shift in access: employees began engaging with leadership as people instead of distant messengers. One employee described it as the first time they truly understood how company leaders think.

The series later earned a MarCom Gold Award for Employee and Executive Communications.

Good News Blue

During the pandemic, leadership communication alone couldn’t solve the deeper cultural problem: people were losing their sense of connection to one another.

The insight was simple:
culture doesn’t live at the top of an organization. It lives in the people doing the work every day.

Instead of executive-led messaging, the series centered authentic employee stories through a conversational, unscripted format designed to feel human, informal, and emotionally recognizable. Early episodes were filmed in employees’ homes, intentionally allowing real life to remain visible rather than polished away.

What began as a response to isolation became one of the organization’s most enduring cultural touchpoints, evolving into the highest-engagement internal content platform at BCBST.

The success wasn’t built on production scale. It was built on recognition, warmth, and the feeling that people belonged to something worth showing up for.

Annual Impact Report

The annual impact report existed mostly as a formality: a printed document with limited reach and little emotional connection to the people or communities it represented.

The insight was simple: an impact report is only as meaningful as the audience it reaches.

The project reimagined the report as a living digital storytelling platform integrated directly into the organization’s news ecosystem, allowing community investment, volunteerism, healthy places initiatives, and employee stories to exist alongside organizational performance in a more visible, human-centered format.