Blue Cross / Blue Shield

Live Blue - Interior Fabrication

With the debut of the Affordable Care Act in 2012, Blue Cross Blue Shield of Kansas City was seeking a new, innovative way to reach consumers that capitalized on the direct-buy market. Dimensional Innovations was brought on by Blue Cross Blue Shield and Willoughby Design to prototype, engineer and fabricate the branded fixtures in the direct-to-consumer marketplace, designed by Helix Architects.

The Blue Cross and Blue Shield symbols can be found throughout the space, fabricated in unexpected mediums—jump ropes as wall art, skateboards as chairs, and racquetballs as signage—reinforcing the brand presence.

The storefront, named Live Blue, functions not only as a location for purchasing healthcare, but also as a lifestyle center—helping to cultivate a more health-coconscious community. Both members and non-members can attend events such as yoga or Zumba, attend seminars on new healthcare reform changes, and cooking classes. Events such as these brings a friendly face to the Blue Cross Blue Shield brand and increases customer loyalty.

3

LOCAL LOCATIONS

50%

OF VISITORS ARE NON-MEMBERS

1-on-1CUSTOMER SERVICE TO EXISTING MEMBERS

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