CIGNA HEALTHCARE

Brand strategy, identity, messaging and architecture for Cigna Healthcare rebrand (with Siegel+Gale)

SERVICES

Brand Strategy | Corporate Strategy | Visual and Verbal identity | Messaging | Architecture

Cigna brand evolution including launch of new enterprise brand, The Cigna Group, and evolution of Cigna to Cigna Healthcare

THE CHALLENGE

Develop a brand strategy, positioning, visual and verbal identity, and architecture for Cigna Healthcare that strategically organizes its broad global offerings to simplify and enhance business operations and drive engagement, impact and revenue growth.

THE STRATEGY

Create a compelling updated identity and portfolio architecture for Cigna Healthcare that unifies its business units and employees, attracts investors, and provides a clear structure for go-to-market. Partner with CMO, CCO and C-suite across business units to develop brand strategy and white space opportunities to define a new healthcare leader.

GAME-CHANGING EXECUTION

Create corporate strategy, brand strategy, and communications strategy to drive growth and stakeholder engagement for Cigna Healthcare. Build Cigna Healthcare positioning as an important partner and ally for customers and employees alike. Develop brand architecture to drive powerful organizational transformation and help secure stakeholder buy-in.