Horizon Blue Cross Blue Shield of New Jersey

Recognizing the importance of strong face-to-face relationships and trust in a complicated health insurance landscape, Horizon Blue Cross Blue Shield of New Jersey (BCBSNJ) engaged Gensler to design a street-level retail space that builds brand recognition by providing a differentiated, personalized customer experience in sales, service, and wellness education. As the state’s leading insurance company, Horizon BCBSNJ enjoys strong brand recognition and a favorable reputation, but the identity needed to be developed and extended to have the impact required of a retail brand. The resulting space combines elements of hospitality and customer service with a refreshingly modern aesthetic.