A rebrand of BCBS of Kansas prompt­ed this diverse explo­ration of adcepts. Health­care brands can tend to look very sim­i­lar or inter­change­able. Our focus with these was to add vibran­cy to the com­mu­ni­ca­tions and also cap­ture the feel of Kansas in the imagery, scenes, and peo­ple depict­ed in them. The hash­tag #Here­ForKansas and tagline “For Kansas. For You.” were addi­tion­al tac­tics to play up that BCBS of Kansas is not only here for your health­care needs, but also right in your home state.