WellPoint's Anthem Blue Cross & Blue Shield and Anthem Blue Cross needed to appeal to an increasingly expanding demographic. PrimeTimers: People, ages 50 to 64, who are entering the next major stage of their lives, and needed their health insurance better tailored to fit these changes.

The brand work I created prior for Anthem was leveraged as a reference for executing Anthem's Open Road brand off-shoot. This demographically driven evolution of the Anthem brand needed to be seen as distinctive to this group to achieve the objective of communicating a transformation the health care provider sought and executing against long-term strategies for growth and change involving this key audience.

Many PrimeTimers are literally “Early Retirees.” Others may be experiencing job changes (starting a new business, changing careers, hit by downsizing), dealing with changes in marital status (divorce, death of spouse), or swapping their paid job for something they want to work on (volunteering, going back to school). So, how to appeal to such a broad audience?

The approach incorporated ephemera and mementos—just as we all would collect throughout lifetime—as a primary visual component. These life mementos are a universal and nostalgic device that helped to express the brand's understanding of what's important to these people as they look back at a life well-lived.



The advertising layouts, print and online, followed a scrapbook, hand-made style of composition. A comprehensive brand guide followed that provided AOR's and internal teams with thorough templates, guidance and brand-in-action samples.






The Anthem Open Road Brand Guide