The 'Think' campaign and logo was developed to generate interest in, and bring attention to, CareFirst's internal Conduct & Compliance program. Let's face it, corporate compliance is a dull topic and often receives lack-luster design treatment.
Fortunately, an intriguing phrase was used to brand the campaign. My contemporary treatment of the brand logo and an unexpected bright lime green used for all the promotional pieces, grabbed associate's attention.
As a result of this campaign, record numbers of associates participated in the compliance survey and visited the internal compliance website.