A room with tables and chairs. A man and woman sitting at a table in front of a large screen. A room with a bike rack and a table. A table with books on it. A wooden box with a logo on it. A group of people sitting around a table. A man and a woman in a bathroom. Diagram.
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Horizon Blue Cross Blue Shield of New Jersey

Moorestown, 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.