Evernorth

When Cigna came to us, it had just made a $54-billion deal to acquire Express Scripts Holding Co. The merger opened up a new opportunity to create a health services offering, drawing from the strengths of both companies. Health services, ranging from mental health support to gene therapy, supplement traditional insurance plans, which often don’t cover these needs. To set the brand up to serve any employer using any insurance provider, and as a result, support as many people as possible, our clients asked us to create a net new brand.

After an extensive global naming process, we landed on Evernorth, which captured the spirit and legacy of both brands: to always move forward following the most important North Star: to do right by people. The name also became a rallying cry for employees. We designed the system to build on but redefine the traditional cues of healthcare: namely, the plus sign and the color green. The Evernorth plus was not static, but always in motion, representing how Evernorth brings services together that would otherwise be disconnected and constantly seeks to evolve. Instead of the traditional muted or dark green we see in healthcare, we opted for a vibrant one, representing how Evernorth is breathing much needed new life into a staid industry. Key to unlocking the final solution and providing creators a shortcut to adopting the new brand was the brand character, which embodied a person who believes in better and practical action. With my creative partner, I transitioned from Brand Co-lead to Campaign Lead and writer, stewarding the brand’s multi-format, multi-channel, and multi-audience launch as well as creating evergreen brand assets, ranging from their landing page to social profiles.

I am proud to have shared the stage with the then Evernorth CMO, Amy Monshausen, to speak about the brand vision and approach during an RGA Live in 2021.