SPD worked closely with the BCBSMA marketing and branding teams to translate their national brand and advertising campaigns into three-dimensional graphics, interior environments, and featured exhibits. To build on BCBSMA’s “Blue Community” concept, as the life force of the company, SPD carved a blue band into the walls of their new 14 floor headquarters in the Prudential Tower. The blue band carries brand messages, digital displays, company timelines, wayfinding signage, and associate milestones.