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

Insurance companies aren’t exactly known for warmth. But Constellation was different, empathetic, and focused on the people they served. The problem was, their marketing didn’t show 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 actually stand for? What made their approach genuinely different? What did their clients feel when they worked with them?

The answers were clear. Constellation cared for the people who care for others. We captured it in an aspirational brand book that distilled everything the refreshed brand stood for. This piece served as the strategic and creative foundation for everything that followed.

Putting it into the world.

With the identity established, we developed a simple, emotional, and versatile ad campaign that communicated Constellation’s empathetic, customer-centric approach. The campaign became the creative platform that their internal marketing team could build on. Working with their in-house designers, we developed brochures, trade show materials, direct mail pieces, presentation templates, and email campaigns—all of which consistently expressed the same identity.

The result.

The campaign connected deeply with its target audience. Employees and stakeholders felt genuine pride in how the company was now presenting itself. And the sales team found it significantly easier to communicate the company’s value—because the brand was finally saying what everyone inside the company already knew to be true.