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Horizon Blue Cross Blue Shield of New Jersey: Brand Design

Moorestown, New Jersey

Anticipating an increase in potential new customers as a result of the 2010 Affordable Care Act, Horizon Blue Cross Blue Shield of New Jersey (Horizon BCBSNJ) enlisted Gensler to design a street-level retail space featuring an updated brand identity design to help build brand recognition, attract new customers and support current members by providing a truly differentiated experience in sales, service and wellness education. Gensler’s design combines elements of hospitality and customer service and utilizes residential-inspired furniture and glass to exude a feeling of warmth, openness and transparency. The company’s ubiquitous cross and shield logo has been deconstructed into a scalable pattern and introduced in a more contemporary context, while generous use of color acts as a subtle wayfinding device guiding visitors through the space. Historical imagery emphasizes Horizon BCBSNJ’s deep community involvement, resulting in a welcoming and friendly environment conducive to interaction and learning.