THE CIGNA GROUP

Create brand strategy, visual and verbal identity, architecture and messaging for new enterprise brand, The Cigna Group, and socialize to secure stakeholder buy-in (with Siegel+Gale)

SERVICES

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

Build brand evolution for Cigna (Fortune 10 company, $180B revenues) 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 that strategically organizes their diverse offerings to simplify and enhance business operations and drive engagement, impact and revenue growth.

THE STRATEGY

Create a powerful identity for the new enterprise brand that unifies Cigna’s business units and employees under a shared vision. 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, ESG and communications strategy to drive growth and stakeholder engagement for The Cigna Group. Build “vitality” as a new model for whole person health to engage customers, employees and investors alike. Develop brand architecture to drive a powerful organizational transformation and help secure stakeholder buy-in.