Cigna 

How do you move from We get paid for results, the existing tag line, to A business caring? You start from inside. That was my challenge as I helped Cigna introduce the brand vision to employees as well as investors and business decision-makers. 

 

Working with the Cigna marketing team, I helped introduced humanity to the corporate culture. We leveraged caring as a tool to build customer relationships. I provided strategic analysis and crafted internal communications and community sponsorship ads. I wrote the Annual Report, a mix of aspirational copy and emotive visuals of people living life, consistent with DDB's new creative. 

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Whether you measure brand growth, stock performance or employee engagement, the Cigna rebrand delivered beyond expectation. Including mine. I saw a new Cigna emerging more inspired to serve its customers. What made it all the more sweeter? Working for my hometown client on a philosophy I believe in.

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Role: Creative & Strategic Consultant, Freelance Copywriter

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