Constellation Mutual:

Repositioning a corporate insurance company as a caring solutions provider

Deliverables created

  • Trade show materials

  • Sales kit

  • Direct mail

  • Presentation materials

  • Print and digital ads

  • Brand messaging

  • Brand book

  • Event materials

  • Collateral pieces

  • Email templates

  • Sell sheets

  • Social media assets

The Challenge

Constellation Mutual (now Curi) was a medical liability insurance company operating in 47 states. While they provided essential services to their customers, their brand felt corporate and transactional — far from the empathetic, client-first company they aspired to be.

They needed to reposition their brand, shifting from a traditional insurance provider to a trusted, caring partner that deeply understands and supports healthcare professionals.

The Strategy

Brought in as a creative partner, I worked with two other consultants, forming a mini agency that collaborated directly with Constellation’s marketing director and internal team. Our role:

  • Develop a new brand narrative that reflected Constellation’s caring, customer-centric approach.

  • Create an emotionally driven ad campaign that would connect deeply with their audience.

  • Build a strong creative foundation their internal team could extend across all touchpoints.

Instead of marketing what they sell, we repositioned them around why they exist: to help healthcare professionals feel supported, protected, and valued. From there, we developed:

  • A brand book & messaging framework: A distilled, aspirational guide that set the foundation for Constellation’s new positioning.

  • A print and digital ad campaign: Focused on connection, trust, and emotional resonance rather than policy details.

  • Sales & marketing collateral: Brochures, sell sheets, and direct mail that told a compelling brand story.

  • Trade show & event materials: Branded assets that helped bring the campaign to life.

  • Presentation templates & email marketing: Consistent, professional, and brand-aligned communication tools.

  • Social media & digital assets: Messaging and design that reinforced the company’s evolving brand voice.

The work gave Constellation’s internal team a strong creative foundation, allowing them to scale and extend the campaign across multiple platforms while staying true to the brand’s essence.

The Results

  • A powerful, emotionally-driven brand campaign that repositioned Constellation as a trusted solutions provider, not just an insurance company.

  • Stronger emotional connection with healthcare professionals, deepening trust and engagement.

  • Increased internal alignment. Employees and stakeholders felt more connected to the company’s mission.

  • More effective sales conversations, as the new messaging made it easier to communicate Constellation’s value.

  • By shifting the focus from policies to people, we helped turn an industry-standard insurance company into a brand with a purpose, a voice, and a deep emotional connection with its audience.

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