Launching and Rebranding Express Scripts Pharmacy (Cigna)

In 2020, I was tasked with unifying Express Scripts’ pharmacy services under a single, trusted brand while guiding multiple audiences—patients, providers, and payers—through the transition. The leadership challenge wasn’t just about design; it was about:

• Bringing clarity to patients without oversimplifying complex health information.
   
• Maintaining compliance and trust with providers and payers in a highly regulated industry.
   
• Aligning siloed teams across creative, UX, and digital to deliver one cohesive experience.
   
• Driving adoption of digital health solutions at a time when trust, usability, and accessibility were more critical than ever.

Set the Vision and Audience Strategy

• Defined the overarching goal: a unified, trusted pharmacy brand that resonated with patients, providers, and payers.
• Built tailored messaging frameworks for each audience to ensure relevance without diluting brand consistency.
   

Lead the Comprehensive Rebrand

• Directed a full visual and messaging overhaul, balancing fresh recognition with regulatory alignment.
• Established brand guidelines to ensure consistency across marketing, digital, and clinical communications.
   

Unify Teams Across Channels

• Brought together creative, UX, and digital product teams that had previously operated in silos.
• Established cross-functional workflows to deliver seamless patient and provider experiences across portals, mobile apps, and omnichannel campaigns.
   

Innovate with Data-Driven Design

• Partnered with analytics teams to uncover patient pain points and adherence gaps.
• Translated insights into three new digital health solutions designed to simplify medication access, adherence, and communication.
   

Execute, Test, and Scale

• Launched campaigns and products iteratively, measuring engagement and refining experiences.
• Ensured scalability so the solutions could evolve with patient and payer needs over time.
   

• Business Growth: Launched three new digital health solutions that generated over $10M in revenue, proving that design-led healthcare can directly drive profitability.
   
• Patient Outcomes: Increased patient engagement, translating into higher medication adherence, fewer gaps in care, and a more positive healthcare experience.
   
• Industry Trust: Strengthened credibility with providers and payers by combining regulatory rigor with accessible, human-centered design.
   
• Operational Alignment: Broke down silos across creative, UX, and digital teams, creating a repeatable delivery model that improved speed, quality, and consistency.
   
• Market Differentiation: Positioned Express Scripts as a forward-thinking pharmacy leader, setting a new bar for digital health experiences.

This initiative went far beyond a new logo or fresh campaigns — it redefined how people interact with their healthcare. By unifying brand, design, and digital innovation, we showed that clarity and empathy are not just nice-to-haves — they are competitive advantages.

It matters because it proved that when you bring business, patient, and provider needs into alignment through design, you don’t just elevate a brand — you elevate trust, improve health outcomes, and unlock growth in one of the most complex and regulated industries in the world.