Constellation Mutual — now Curi — is a medical liability insurance company operating in 47 states. They had a solid business and a loyal client base. What they didn't have was a brand that reflected who they actually were.

Insurance companies aren't known for warmth. But Constellation was different — genuinely empathetic, genuinely focused on the people they served rather than just the policies they sold. The problem was nothing about their marketing showed it. They looked and sounded like every other insurance company.

They knew it was time to change that.

Starting with identity.

Before any campaigns were conceived or materials produced, we did the foundational work. What did Constellation actually stand for? What made their approach to medical liability insurance genuinely different? What did their clients feel when they worked with them — and how far was that from how the company presented itself to the world?

The answers were clear. Constellation was in the business of caring for the people who care for others. That wasn't a marketing angle. It was the truth about who they were. We captured it in an aspirational brand book — a distillation of everything the refreshed brand stood for, built to serve as the strategic and creative foundation for everything that followed.

Bringing the identity to life.

With the identity established and the brand book as the guide, the creative work had a clear direction. We developed a simple, emotional, and versatile ad campaign that communicated Constellation's empathetic, customer-centric approach — not through claims or features, but through feeling.

The campaign became the creative platform that their internal marketing team could build on. Working alongside their in-house designers, we developed brochures, trade show materials, direct mail pieces, presentation templates, and email campaigns — all extensions of the same big idea, all consistently expressing the same identity.

My role was strategic and creative throughout — generating the ideas, setting the direction, and providing creative oversight to make sure the internal team stayed true to the brand as they executed across different formats and channels.

The result.

Constellation felt the work truly reflected the emotional heart of their brand. The campaign connected deeply with their 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.

That's what happens when a business stops trying to look like what it thinks it should look like — and starts looking like what it actually is.