WHY WELL-B?
Throughout mankind's history, wells have been considered important places for social gathering and ensuring a clean water supply—two basic human necessities that have persisted to the present day due to their positive impact on well-being. Healthcare is about our well-being—living well and feeling well.
The superscript “B” represents the power of Blue Cross Blue Shield to promote well-being through healthcare innovation.
Thus, Well-B. A powerful source for change.
RETAIL SPACE
One unusual aspect of Well-B is the fact it’s located right in the middle of some of Boston’s heaviest foot traffic — the iconic Prudential Center mall — which allows it to have a retail-facing space for shoppers and commuters to stop in and see the evolution of healthcare and their role in it. We’ve worked closely with architects and experience designers to build an immersive experience that would reflect Well-B’s brand direction — Passion Into Action — and catch the attention of people walking by.
COLLECTIVE EFFORT
One of the content pieces was a three-dimensional and interactive 16-set Venn diagram that invited visitors to connect different words with a colored thread. The goal was to understand the need for bringing together people with a wide range of skills and perspectives to help find new and innovative ways to approach healthcare.
TOOLKIT
We also installed a display showcasing the space’s most recent creation — the opioid toolkit — and its original sketches.
WE WANT TO HEAR FROM YOU
Finally, participants could tell their stories, share their ideas, and voice their opinions in a custom-designed suggestion box.
MURAL
As part of the brand execution, we chose a giant wall on the 2nd floor to create a mural that would tie together the Well-B brand and the idea of wellness as a whole, using insights gathered from people inside and outside the company.
It all came together in a fantastic piece of art illustrated by Chris DeLorenzo.
