This brochure was designed for an annual Blue Cross and Blue Shield conference which was hosted by CareFirst BlueCross BlueShield in 2011. Conference goers come from Blues plans across the country.
The design pays tribute to the city of Baltimore and the State of Maryland. For the logo, the iconic Maryland crab is surrounded by a red, yellow and blue color scheme - the colors found on Old Bay packages, a local traditional seasoning used on steamed Maryland crabs. A heavy brown kraft-like paper was used for the brochure's folder and the internal slip sheets and tabs - eluding to the brown paper often used when eating Maryland crabs at a crab feast.
Additional design elements include embossing on the folder and a water stain emulating the type of mark an ice-cold beer (another crab feast essential) would leave on the brown kraft paper.
I wrote the side bar copy throughout the brochure.
The campaign included a web banner, email blasts, a teaser poster and promotional items (pictured below).