Go You Campaign

The Challenge

Health insurance is a category often defined by complexity, clinical language, and transactional interactions. Cigna wanted to challenge that perception by creating a more human, emotionally resonant brand experience centered around the belief that personal authenticity is a key part of overall well-being.

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The Idea

Go You was created to move beyond traditional healthcare messaging and celebrate the individuality that makes each person unique. Instead of focusing on what people had in common, the campaign created a space to celebrate personal stories, resilience, and the moments that define who we are.​ Through social content and the Go You Facebook hub, Cigna encouraged people to embrace their authentic selves with the simple message: nothing is healthier than being true to you.

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My Role

As the designer on the project, I partnered with the creative team to translate the Go You campaign concept into engaging social experiences. I helped develop visual content that balanced Cigna's established brand with the campaign's more energetic, optimistic personality. My focus was creating approachable, human-centered design that could connect with audiences in a category not traditionally known for emotional storytelling.

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Impact

The Go You campaign helped reposition Cigna from a traditional health insurance provider into a brand focused on individuality, empowerment, and personal well-being. The initiative extended across social platforms, including an interactive Facebook hub featuring real stories of people overcoming life's challenges.

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Role: Designer

Collaborators: Copywriter, Creative Team​