Spark was a brand identity created from scratch for Cigna.

Spark’s identity was created through a rigorous process of stakeholder interviews and brand development workshops. I lead creative and design from concept through to final delivery.

Developing Spark’s Brand Identity

The brand development process included creating 3 concepts that included creating;
brand name, tagline, tone and voice, logo, typography, color, photography, and illustration.

Three concepts were presented to the client: Caravan, Juniper, and Bounce - each with their own rationale.
Spark’s final identity was conceived based on a combination of all three concepts.

Concept 1

CARAVAN

We band together for a common cause.
We find comfort, safety, and wellness in numbers.
We are on a journey of discovery together.

We are…

Concept 2

Juniper

It is an ancient symbol of health and protection.
Revered throughout Western culture.
Its name is from the Latin for “youth producing.”
It bears a close affinity to Cigna’s Tree of Life.

It is…

Concept 3

Bounce

Staying healthy doesn’t have to be a slog.
It should be fun, invigorating, empowering, simple.
It should make you feel resilient, protected, and ready for anything.
Capable of reaching great heights.

All it takes is…