Anthem National Government Solutions

Rebranding a Federal Healthcare Powerhouse

X About this Project

National Government Services (a subsidiary of Anthem Blue Cross Blue Shield) is a premier federal consultancy and technology service provider, supporting and administering some of the largest health programs in the United States. Founded in 1966, National Government Services has meaningfully impacted the evolution of signature health organizations like the Centers for Medicare and Medicaid Services and the Centers for Disease Control. Delivering innovative solutions that improve program administration and expand digital capabilities, National Government Services empowers agencies to navigate the shifts and complexities of the federal health landscape.

Bluetext was tasked with providing strategic value around reworking the branding of National Government Services and redefining external messaging as it expanded its client focus to more organizations in the federal health space. Created messaging would need to function within the context of their work with CMS, their largest client, and within the federal health contracting space at large. In addition, Bluetext was tasked with refreshing National Government Services’ corporate visual identity and website to reflect these changes.

Bluetext was tasked with providing strategic value around company positioning and defining the external focus of the organization as it pivoted more into the healthcare space. In addition, Bluetext was tasked with refreshing the corporate visual identity and website to reflect these changes while using their existing logo and logomark. Bluetext developed a CVI that focused on 3 primary design elements created and inspired from the logo to suit different types and tones of communications.

Anthem National Government Solutions

Rebranding a Federal Healthcare Powerhouse

Anthem National Government Solutions

Rebranding a Federal Healthcare Powerhouse

+ About This Project

National Government Services (a subsidiary of Anthem Blue Cross Blue Shield) is a premier federal consultancy and technology service provider, supporting and administering some of the largest health programs in the United States. Founded in 1966, National Government Services has meaningfully impacted the evolution of signature health organizations like the Centers for Medicare and Medicaid Services and the Centers for Disease Control. Delivering innovative solutions that improve program administration and expand digital capabilities, National Government Services empowers agencies to navigate the shifts and complexities of the federal health landscape.

Bluetext was tasked with providing strategic value around reworking the branding of National Government Services and redefining external messaging as it expanded its client focus to more organizations in the federal health space. Created messaging would need to function within the context of their work with CMS, their largest client, and within the federal health contracting space at large. In addition, Bluetext was tasked with refreshing National Government Services’ corporate visual identity and website to reflect these changes.

“Having the opportunity to work with a Fortune 50 company like Anthem to rebrand their Federal business was very special and we couldn’t be happier with the results. National Government Services now has a brand that matches their capabilities and is something they can feel confident taking to market.”

Jason Siegel

Chief Creative Officer, Bluetext

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