Navigating the complex jargon of healthcare is already challenging for members seeking the care they need. Unfortunately, the lack of standardization and simplified language in the organization's communication adds to the confusion and frustration experienced by both members and customer service representatives. The Plain Language team was established to create and implement curated lists of terms for company-wide adoption.

I joined the team during the latter half of the project to develop a distinct identity that highlights the initiative's significance. By building on the existing CX Practices branding and collaborating closely with our project team, I created a sub-brand that aligns with BCBSM's overall branding and reflects the conversational nature of our work. Additionally, I developed the initial versions of the Terms and Definitions and "Do Not Use" lists, which were distributed to relevant customer-facing teams.