Copywriting
01.-
Challenge
Explain how Blue Shield of California is working toward its mission to a large, diverse audience. And do so in simple terms.
02.-
Solution
Health care is too complicated. I worked on a major overhaul of existing copy with the goal of writing like people talk and making it stick. Goodbye went the jargon, acronyms and generalizations. In went clean, concise, relatable copy. This project helped start a larger external and internal messaging refresh.