Challenge

How do we create clarity and distinction for our portfolio of enterprise brands that are competing in a rapidly changing health care industry, where every company tends to look the same and say the same things?

Solution

In partnership with the Brand COE, we helped define new visual and verbal identities for our go-to-market brands Cigna Healthcare and Evernorth Health Services, while simultaneously bringing our enterprise brand, The Cigna Group to market for the first time. We also deployed a dedicated, retainer-based team to support development of creative assets at scale. We facilitated a monthly scoping identification process, with twice-weekly status check-points, and we leveraged a range of agency capabilities, all of which enabled the execution and delivery on a rolling basis of a large volume of creative assets.  

Results

Within six months, the Internal Agency delivered: 

• Drove clarity for our brand architecture externally and internally
• Equipped the brand center with training, foundational assets and interactive guidelines   
• Trained external agency teams and facilitated a governance review process
• Developed a template system across all three brands, enabling content creators with on-brand foundational assets
• Rebranded all direct-to-consumer email communications, sales enablement and event materials for all three brands 
• Produced launch content including videos, websites and social content to support internal and external launches