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.