Branding: Cigna

Cigna Corporation is a global health service company dedicated to improving the health, well-being, and peace of mind of those we serve. With more than 170 million customer and patient relationships in more than 30 countries and jurisdictions, they harness actionable insights that drive better health care results.

go you.jpg

Establishing the Brand + Guidelines

I worked closely with the CMO as well as their branding agency (Hill Holiday) to create a brand positioning that was focused on the well being of the individual. We created a positioning ‘Go you’ that was, at the time, a breakout for the healthcare industry .

  • Created and established the rebrand

  • Oversaw creative executions, both internally and externally

  • Created national radio campaign. Listen here for an example.

  • Co-created Words We Use, a repository of consumer-friendly terms that Cigna employees are to use. This work helped eliminate confusion with proprietary healthcare vernacular.

Cigna branding 1.jpg

Creative Direction

As this was not only a rebrand but a global campaign, I led a team focused on properly executing the new brand. Of note: Marketing leadership was extremely smart on the rollout. Together, we made sure that every aspect of the brand, how it was expressed and all of the elements of the campaign were fully baked before they saw the light of day.