Alberta Blue Cross, Retiree Plan handout piece for plan sponsors

The purpose of this piece was to provide physical collateral, showcasing a high-level view of the new Retiree Plan, which is a benefits plan for soon-to-be retirees transitioning out from their current employer health benefits. The strategy behind this is to retain plan members to stay with Alberta Blue Cross once they leave their employers benefits plan. Alberta Blue Cross would handle the administrative work and help retirees transition from their employers' plan to their individual plan. From the retiree's point of view, there would be a seamless transition from their employers benefits plan, administered by their employer, to a competitive benefits plan, administered by Alberta Blue Cross.

The idea is to have Alberta Blue Cross handle the heavy lifting of transitioning and administrating an employer-provided benefits plan of soon-to-be retirees.  I introduced the unique idea of using weightlifting imagery and analogies. Using dramatic stock photography throughout, the approach was to pique their interest and stand out from stereotypical imagery related to retirement.

An evolution from a one-pager handout piece, this is an 8.5" x 8.5", card stock fold-out piece with a 12-page booklet stitched inside. The information depicts a high-level view of the Alberta Blue Cross product offering. At the time, it was a different direction compared to previous client facing materials: the photography style, layout, short bold copy and uncoated paper stock.

The highlight of this project was the willingness to take risks and getting buy-in from the major stakeholders. The Individual Products group (who would be handling the administration of the plan) were quite receptive in this approach and eager to see the results.