Folio ‘21
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Case, Evernorth

How might we create a brand that disrupts industry norms and redefines the category?




#brand_strategy 
#brand_design
#business_design
#launch
#2020

We informed our direction with Strategic Foresight and co-created the original brand, from market position to character, alongside our actual customers—because Human Centered Design isn’t just for products.


The American Health Care system is broken, and Cigna recognized that their acquisition of Express Scripts was an opportunity to cast off old clay and start over, this time with humans at the center, and a bold message for the Health Insurance industry—we are here to do what y’all don’t, won’t, or can’t. So strap in, and keep up. We’re moving onward.

Jad worked with a team of Marketing and Strategy leaders to answer a precise ask from the C-Suite: Redefine our brands so they become our primary strategic advantage.

Jad partnered with Prophet to define a bold, evolved, and data-driven market position, and brought it to life with the help of the Brand Design team at R/GA.


View the Evernorth launch video on YouTube.

But defining the position, name, look, feel, and personality of the Brand was only the beginning. Jad created new cross-functional teams of newly-minted Evernorth marketers to further define the culture, processes, Employer Brand, and product innovation approach for this new Power Brand, responsible for over $120 billion in annual revenue.

And with that kind of money on the line, the launch had to drive immediate impact. Working with OMD and Cigna media, Jad and team drove 66% awareness and 85% favorability measure among target buyer and influencer audiences within only 90 days of the brand’s introduction.

As the brand matures and more businesses become part of Evernorth, more Brand Expressions will be created to address the preferences and emotional spaces of new audiences—a process Jad pioneered at Cigna. The first expression, for Behavioral Health seekers, outperformed category leader Talkspace in pre-market testing, and will launch early 2022.

The Evernorth brand is...
> Grounded in research
> Co-created with actual customers
> Accessible and ADA AAA compliant
> WCAG 2.1 Standard
> Iterative and living

Check out Evernorth.com for more

→ This project took place while Jad was Global Brand Strategy Officer at Cigna, and he co-lead the global initiative with the CMO of Evernorth (neé Express Scripts).


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