When Highmark Direct considered creating a bricks and mortar delivery channel for its range of insurance products and services, it partnered with Big Red Rooster to not only define the market opportunity and supporting business case but the physical space that would facilitate service delivery as well.

The concept of developing a retail-like delivery of the service and product offer was a new concept in the insurance industry and an unknown business proposition for Highmark. To provide market context for the decision-making process, our team leveraged customer insights to inform the opportunity and design the service delivery and physical space.

Before delving into the design, our team thoroughly examined Highmark’s brand and looked for new ways to develop a physical embodiment of the brand through creative design. Consumer insights uncovered findings that helped structure retail strategy. Ultimately, the team developed the retail platform – the visual and verbal articulation of how the space would come to life.

Based on the customer journey defined in the retail strategy, the team developed various experience zones that provided Highmark with the platform to deliver exceptional service and an innovative product lineup. 

A bold use of color and large, oversized graphics intuitively divide the space, allowing customers to select independent information or interact with a consultant one-on-one. Furniture selection and the use of translucent panels facilitate privacy.