Cigna Healthcare
Cigna Healthcare, a leading player in the healthcare industry, sought to bolster its brand presence and thought leadership through innovative marketing initiatives.
Core Objectives:
Establish Cigna as a thought leader in the healthcare sector.
Enhance online engagement and visibility.
Create tangible communication touchpoints to engage and inform the audience.
ROLE
PROBLEM
Healthcare data is dense, technical, and notoriously hard to communicate. Cigna needed a way to present complex industry trends and system-level insights to a broad audience — from executives to everyday readers — without losing nuance or credibility. The challenge was transforming dry, data-heavy content into a visual narrative compelling enough to drive engagement, downloads, and lasting brand authority.
RESULTS
Drove a significant increase in downloads across the board.
Massively increased social media presence.
Positioned Cigna as a credible, design-forward voice in an industry not known for visual storytelling.
Delivered a consistent, reusable design framework applied across all multichannel brand touchpoints.
The Opportunity
Healthcare marketing isn't just about looking good — it has to inform, build trust, and move people to action across dozens of audiences and channels simultaneously. Over the course of this ongoing engagement at Summer Friday, I became one of the primary designers embedded across more than 10 Cigna departments, touching virtually every format and medium the brand produces.
Scope & Execution
The scope of work was broad by design. Cigna needed a visual partner who could operate consistently across a sprawling ecosystem — from intimate direct mail pieces to large-scale conference materials, from animated video productions to downloadable whitepapers and long-form reports. I contributed across the full spectrum: designing sales presentations, building infographics that distilled complex healthcare data, developing programmatic and social creative, and supporting large-scale rebranding initiatives that required meticulous attention to brand consistency.
Some of the most challenging and rewarding work came in translating abstract, data-heavy concepts into visuals that felt accessible without being dumbed down. Whether it was a buyer journey map for a B2B audience or a campaign landing page built in Ceros, the goal was always the same — make it clear, make it credible, make it Cigna.
The Impact
What this engagement reinforced most is that great design at scale requires more than talent — it requires systems thinking, cross-functional fluency, and the ability to maintain quality under constant pressure. Across every department, deliverable, and deadline, this project sharpened my ability to work at the intersection of strategy and craft. It remains one of the most expansive and formative client relationships of my career.
