The healthcare provider announced its arrival in Oakland with a two-story-high illustration tied to its youth mental health awareness campaign.
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Blue Shield's mural on its Oakland office painted by Joshua Mays
In 2020 Blue Shield, a longtime office tenant in San Francisco, finalized the decision to move their head office across the bay to Oakland. Rather than move in quietly or park a giant logo atop an otherwise bland building, the company worked with Beautify to announce their arrival with a gift to their new neighborhood: A mural tied to the company's BlueSky program to boost access to mental health support for youth.
Like many companies, Blue Shield understands that experiential marketing isn't just advertising—it's a way to participate in a local community. Our online platform removes the friction and uncertainties from the process, making it easy for brands like Blue Shield to find and work with professional street artists. As both a muralist and a software product manager, I founded Beautify to connect people who want great art with the professional artists who create it.
Artist Joshua Mays designed and painted "Inner Child Accordance," a strikingly beautiful two-story mural that includes a humble "Thank You: Blue Shield of California Blue Sky" in one corner. This is a great example of experiential marketing, as opposed to mural advertising. More importantly, it's a way for Blue Shield to let its new neighbors know that behind the business at Blue Shield are people who really care about the mental health of the young people in their new community.
Jenny Braunlin, program manager for employee volunteerism and giving, told us, “I was brand new to Blue Shield when my colleague invited me to join a volunteer event where we would be painting a mural in partnership with Beautify Earth. I loved the experience. Not only was it a positive team bonding experience where I felt like I was positively impacting the community, I loved getting to know a local artist. I also appreciated the reason behind the mural and how it related to our BlueSky youth mental health initiative . Thanks Beautify for a fun and purposeful employee activity, I can't wait to do it again.”
Evan Meyer is a co-founder and the CEO of Beautify.