Constellation Mutual (now called Curi) is a medical liability insurance company operating in 47 states. They had a solid business and loyal clients, but their marketing didn’t reflect who they were or who they were becoming.

Insurance companies aren’t exactly known for warmth. Constellation was different. It was empathetic and focused on the people it served. Its marketing just wasn’t showing it.

Starting with the truth.

Before any campaigns were conceived or materials produced, my creative partner at the time and I did the foundational work. What did Constellation stand for? What separated its approach from competitors? What did clients experience when they worked with the company? The answer was clear: Constellation cared for the people who care for others. We captured that idea in an aspirational brand book that became the strategic and creative guide for everything that followed.

Putting it into the world.

We developed a simple, emotional, versatile ad campaign that expressed Constellation’s empathetic approach. Working with its in-house designers, we extended the idea into brochures, trade show materials, direct mail, presentation templates, and email campaigns.

The result.

The campaign connected with its target audience. Employees and stakeholders felt pride in how the company was presenting itself, and the sales team found it easier to communicate Constellation’s value because the brand was finally expressing what people inside the company already understood.