BCBSNC
BCBSNC
ROLESDIRECTOR OF CONTENT: Mack Garrison
CREATIVE DIRECTION: Cory Livengood
EXECUTIVE PRODUCER: Meryn Hayes
PRODUCER: Ashley Targonski
ART DIRECTION: John McGowan, Dylan Carrow
ANIMATION: Will O’Connell, Matea Losenegger, Jacob Garcia, Luke Liscom, Bella Alfonsi, Steph Hallett
MUSIC & SFX: The Chicken
DETAILSBlue Cross NC partnered with Dash Studio to establish motion branding guidelines as a key component of their new brand redesign. What made this project unique was the wide range of deliverables that were involved, which we structured into four phases:
Phase 1: Motion
We explored how motion graphics could integrate into Blue Cross NC’s new design system, creating animated logos, graphic packages, and a library of transitions.
Phase 2: Guidelines
Next, we established the rules and best practices for motion graphics within the brand, compiling them into an intuitive, user-friendly guide.
Phase 3: Templitization
Building on Phase 1’s work, we developed a comprehensive template for Blue Cross NC’s creative team to use and expand upon into the future.
Phase 4: Implementation
Once complete, we worked with the BCBSNC team to roll out a myriad of content that brought the brand to life through an anthem video, board presentation, onboarding content, and a “Cost of Care” piece.
Phase 1: MotionWe kicked things off by looking at how motion could integrate with Blue Cross NC’s new design system. Since their rebrand focuses on putting customers at the heart of the experience, with an emphasis on lifestyle photography, we wanted to match that vision in the logo. This is why we decided to incorporate customer imagery directly into the logo animation.
From there, we moved on to animating a wide range of other graphics that embody the core principles of Blue Cross NC’s updated brand, all while keeping key words like “uncomplicated,” “human,” and “familiar” top of mind.
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Phase 2: Guidelines The next phase of the process was developing the rules and best practices for using motion graphics within the Blue Cross NC brand, and to organize them into a clear, user-friendly guide.
This required us to think beyond our typical scope, to anticipate the needs, challenges, and variables Blue Cross NC animators may encounter in the future. The guide covers everything from high-level recommendations, like which types of footage best complements the logo, to more granular details, such as how to add variety to text animation.
Additionally, it includes a range of technical tips for maximizing the potential of our After Effects template. This brings us to the next phase: Templatization.
Phase 3: TemplatizationBuilding off the motion graphics created in Phase 1, we streamlined and optimized our project files to create a powerful and easy to use template for Blue Cross NC’s internal creative team. We rigged it up to accommodate a wide range of workflows, by incorporating tools like Text Presets and Essential Graphics, which allow for easier editing and customization.
Additionally, we created a library of tutorials to ensure the Blue Cross NC team was maximizing the After Effects file to it’s full potential.
After developing the Motion Brand Guide, our next step was implementation and we had four great projects to start with:
BCBSNC Anthem Video - This signature piece was the first major introduction of the new brand. Using a soft motion-graphic approach for the animation we leaned into the theme of an “Unwavering Ally” to weave our wonderful community of North Carolinians into a brand built around trust. The end result is a hero video that is personal, approachable, and inspiring for the brand and people they serve.
Board Presentation - In conjunction with the BCBSNC Anthem video was the Board Presentation. It would be the first time leadership would see the finished brand in its final form. To ensure a premium first look, Dash Studio created a bespoke slide deck that worked-in all the new brand elements in a fluid walk through that felt like watching a video with the nuance and control of a presentation (see reference example)
BCBSNC Cost of Care Video - In an era of rising health care costs, Blue Cross and Blue Shield of North Carolina is working to meet this systemic crisis head on by pursuing more affordable and sustainable care. This video aimed to tackle that conversation through education and empathy.
BCBSNC Onboarding Videos - This series of animations aimed to help subscribers navigate the website and find the information they needed.
Phase 4: Implamentation
Anthem Video &
Cost of Care Video
Blue Cross Blue Shield of North Carolina has been committed to making health care easier to navigate, more affordable and more accessible to all North Carolinians since 1933. Members, providers, employers, and neighbors all wanted the same thing: a health care partner made for people like them.
So when it came time to introduce audiences to the finished brand, we knew it had to start with an anthem video that embodied the key elements that has made Blue Cross and Blue Shield of North Carolina so impactful over all these years - their people. Using a soft motion-graphic approach for the animation we leaned into the theme of an “Unwavering Ally” to weave our wonderful community of North Carolinians into a brand built around trust. The end result is a hero video that is personal, approachable, and inspiring for the brand and people they serve.
A follow-up to the BCBSNC Anthem Video was our “Cost of Care” explainer animation that highlighted rising healthcare expenses. In 2025 alone, healthcare costs jumped 8% which is the biggest increase in more than a decade and North Carolina has quickly become one of the most expensive states for care. Blue Cross and Blue Shield of NC knows how frustrating this system can be which is why they wanted to produce this video, to get ahead of the 2026 shock, and work with customers to keep their options open.
Onboarding Videos
We created a series to help members better understand the available tools, resources, and support. Each video highlights practical ways members can access help, navigate their benefits, and use digital tools like Blue Connect to manage their health plan with confidence. A mixed media approach allowed us to show practical how-to tips in their UI with photography reflecting the real people that use BCBSNC. The videos aim to increase awareness of key services and empower members to get the most value from their plan.”
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