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.
Establishing the Brand + Guidelines
I worked closely with C-level leadership as well as their global branding agency (Hill Holiday) to create a brand positioning that was carefully focused on the well-being of the individual.
Created, oversaw, and established the rebrand.
Created the 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 instead of confusing healthcare-specific vernacular.
Creative Direction
As this was not only a rebrand but a global campaign, I led a team focused on properly executing the new brand.