Branding: Cigna
Cigna is a global health service company dedicated to improving the health, well-being, and peace of mind of those it serves. With more than 170 million customer and patient relationships in more than 30 countries and jurisdictions, Cigna harnesses actionable insights that drive better health care results.
What I did at Cigna (and what I can do for you):
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 healthcare-specific vernacular.
Creative Direction
As this was not only a rebrand but a global campaign, I led a veteran team focused on executing the new brand per guidelines. Beyond that, I wrote most of the copy for the new division as well as the mothership.
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