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Branding Alberta Blue Cross' incentive-based rewards program

Feet in red sneakers climbing blue staircase

NATIONAL worked with Alberta Blue Cross, the province’s largest health and dental benefits carrier, on an online platform for an incentive-based wellness rewards program. Alberta Blue Cross, which provides benefits for more than 1.6 million Albertans, signed an agreement with BestLifeRewarded, (BLR), a Canadian company to develop this new platform. NATIONAL provided strategic counsel, evaluated client-generated brand names and conducted a competitive analysis. NATIONAL assembled a team of experts to conduct a comprehensive analysis of both audience and target demographic values and activities, and developed a list of key terms and phrases as a starting point to view the direction others were going in with their branding. Brand names were developed and evaluated and NATIONAL provided additional value by creating taglines and visual identities to accompany each of the brand name suggestions. As a result, Alberta Blue Cross selected one of the top three names suggested by NATIONAL, complete with tagline and visual identity. BALANCETM – Your Life, Your Rewards has been trademarked in Canada and was launched in 2016.