Understand the Audience
Bring research and campaign objectives into the creative brief. Distinguish provider workflow needs from the questions beneficiaries and families have about their pharmacy benefits.
Art/Creative Direction
Cigna / Express Scripts: Making Benefits Clear
Cigna Express Scripts
Challenge
Express Scripts needed to communicate pharmacy benefits to audiences with different priorities: military personnel and their families, retirees, and the providers who care for them. The creative challenge was to make each message relevant while working within strict corporate brand standards. Color, typography, layout, photography, terminology, and co-branding requirements all shaped how the campaigns could communicate.
Creative Approach
We used the brand standards as a working framework for creative development. Photo lookbooks organized imagery around families, military life, patients, and provider relationships, creating a practical resource for image selection and future materials. Within the established color and layout system, we varied the message, image, and emphasis to suit the audience and channel. This helped the campaigns remain recognizable as Express Scripts while addressing specific needs.
Research and Messaging
For TRICARE, we applied survey data, qualitative interviews, and Remesh online focus groups to inform strategy and creative development. Working across Hatcher’s Communications, Digital Marketing, and Video departments, we developed audience-specific advertising and video concepts. Provider messaging addressed practice needs, while beneficiary communications helped military personnel and their families understand their pharmacy benefits and available resources.
My Role
Creative Director. For TRICARE, my contributions included strategy, creative ideation, copywriting, and video scriptwriting. I worked with our Communications, Digital Marketing, and Video departments to translate research into advertising for doctors in specific geographic areas, as well as military personnel and their families, and to align the creative with the corporate brand structure. I guided the application of photo lookbooks and color and layout guidelines so that the work could be audience-specific while remaining consistent with the corporate brand.
Collaborators
TRICARE Art Director: Marzia Motta. Creative development and delivery involved Hatcher’s Communications, Digital Marketing, and Video departments, in collaboration with Cigna / Express Scripts.
The Approach
Insight into ideas.
Ideas into experience.
Work Within the Brand
Use photo lookbooks and established color, typography, and layout guidance to shape the creative. Pay attention to military representation, terminology, logo treatment, and a clear, respectful tone.
Adapt Across Formats
Collaborate across communications, digital marketing, and video to develop copy, scripts, and campaign assets. Adapt the message and composition to each audience and format while maintaining a consistent brand presence.
Selected Creative
A closer look
at the work.
Campaign Overview
A coordinated set of messages introduces convenience, support, and pharmacy services.
View the Artwork ↗Digital Advertising System
Related treatments show how the creative adapts across messages.
View the Artwork ↗Specialty Pharmacy Creative
Mobile placements introduce specialty care within the updated visual system.
View the Artwork ↗The Result
Creative with
a clear purpose.
The work demonstrates how audience-specific creative can operate within a tightly defined corporate brand. Research, photo lookbooks, messaging, and visual standards provided a shared foundation for advertising and communications across the engagement. The selected artwork shows how the Hatcher team adapted that foundation across home delivery and specialty pharmacy services.