BCBS NC - Character Design System
Healthcare is personal. Blue Cross Blue Shield of North Carolina needed a custom character system that reflected the communities they serve, while remaining flexible enough to support campaigns for years to come. We built a cast of nine original characters inspired by the real people of North Carolina, from patients to medical professionals. Every character was created balancing personality with consistency so the entire system felt cohesive. When developing a graphic toolkit at the enterprise level, the biggest pain point isn’t the aesthetics. It scalability and speed to market.
We solved that for BCBS NC team by incorporating AI workflows into the design process. This allows the team to generate assets quickly to respond to their customers' needs. That flexibility gave the BCBS team a library of assets that could be mixed, matched, and expanded across future campaigns without starting from scratch. The result is a character system built for longevity, giving them a toolkit that can evolve alongside the organization while consistently representing the people at the heart of its mission.
Healthcare is personal. Blue Cross Blue Shield of North Carolina needed a custom character system that reflected the communities they serve, while remaining flexible enough to support campaigns for years to come. We built a cast of nine original characters inspired by the real people of North Carolina, from patients to medical professionals. Every character was created balancing personality with consistency so the entire system felt cohesive. When developing a graphic toolkit at the enterprise level, the biggest pain point isn’t the aesthetics. It scalability and speed to market.
We solved that for BCBS NC team by incorporating AI workflows into the design process. This allows the team to generate assets quickly to respond to their customers' needs. That flexibility gave the BCBS team a library of assets that could be mixed, matched, and expanded across future campaigns without starting from scratch. The result is a character system built for longevity, giving them a toolkit that can evolve alongside the organization while consistently representing the people at the heart of its mission.
Healthcare is personal. Blue Cross Blue Shield of North Carolina needed a custom character system that reflected the communities they serve, while remaining flexible enough to support campaigns for years to come. We built a cast of nine original characters inspired by the real people of North Carolina, from patients to medical professionals. Every character was created balancing personality with consistency so the entire system felt cohesive. When developing a graphic toolkit at the enterprise level, the biggest pain point isn’t the aesthetics. It scalability and speed to market.
We solved that for BCBS NC team by incorporating AI workflows into the design process. This allows the team to generate assets quickly to respond to their customers' needs. That flexibility gave the BCBS team a library of assets that could be mixed, matched, and expanded across future campaigns without starting from scratch. The result is a character system built for longevity, giving them a toolkit that can evolve alongside the organization while consistently representing the people at the heart of its mission.
Healthcare is personal. Blue Cross Blue Shield of North Carolina needed a custom character system that reflected the communities they serve, while remaining flexible enough to support campaigns for years to come. We built a cast of nine original characters inspired by the real people of North Carolina, from patients to medical professionals. Every character was created balancing personality with consistency so the entire system felt cohesive. When developing a graphic toolkit at the enterprise level, the biggest pain point isn’t the aesthetics. It scalability and speed to market.
We solved that for BCBS NC team by incorporating AI workflows into the design process. This allows the team to generate assets quickly to respond to their customers' needs. That flexibility gave the BCBS team a library of assets that could be mixed, matched, and expanded across future campaigns without starting from scratch. The result is a character system built for longevity, giving them a toolkit that can evolve alongside the organization while consistently representing the people at the heart of its mission.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.
Credits
Client
Blue Cross Blue Shield of NC
Creative Director
Chad Danford
Producer
Diana Burger
Art Director
Kyle Griffin
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Producer
Alisha Kramer
Art Director
Carlos Alegría
Animation Director
Alejandro Imondi
Illustration and Design
Carlos Alegría, Allyson Schuman, Lufe Santos
2D Animators
Alejandro Imondi, Drew Jackson
Presentation Design
Hollis Maloney
.avif)