Illustration and Custom Type project

Blue Cross Blue Shield Greeting Cards


Blue Cross Blue Shield of Tennessee

I was approached by Blue Cross Blue Shield of Tennessee to create a series of birthday and sympathy greeting cards. The main demographic is patients who have chronic illness or are unable to travel, so the goal was to bring the spirit of Tennessee to customer’s homes through colorful, inspiring illustrations. 


Preliminary Sketches

In the beginning stages of the project, I experimented with ways to make the set cohesive, whether that be through illustration style or color palette. We decided to highlight a different illustration style from my portfolio for each card, with a similar color palette. We left a few of the preliminary ideas behind, and reworked compositions we enjoyed into Round  Two. 

Final Designs

birthday series

The first card was based on the New Century of Soul and Strength in Letters Typography I worked on in the past. The letters all contain elements of Chattanooga and surrounding cities. The second design is fun hand-lettered design geared towards a younger audience.

We completed a third greeting card with illustrated stamps on the front cover for recipients that may be located outside of Tennessee. This one is less landmark heavy, and more focused on elements such as the mockingbird, nature, and the steamboat that can also be found in Mississippi. 

sympathy + Miss you cards

The Let’s Talk Soon card originated as a birthday card design, but was better suited to a more subdued message. BCBS was interested in a design similar to The Torch magazine from my portfolio for the final sympathy card design.

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