Curi was founded on a promise: When doctors needed help, they would answer the call. A legacy brand with an impeccable track record, Medical Mutual Insurance Company of North Carolina’s vision was to expand from a regional medical malpractice insurance carrier to a nationally recognized lifestyle brand. However, the name “Medical Mutual” had become a liability. There were competitors in other markets around the country with the same or similar naming structure.
A simple refresh wouldn’t be sufficient to communicate the radical change in scope of MMIC’s envisioned future. The 44-year-old company needed an entirely new identity. The answer was clear: craft an entirely new brand that better captured the vision of the organization—a brand devoted to helping physicians in every aspect of medicine, business, and life.
The team at Bionic Giant spent time on-site in North Carolina in order to assess the limitations of the existing brand experience during in-depth strategy process with executives and stakeholders. These comprehensive research and discovery sessions helped to define the dynamics of the company and the challenges that would need to be addressed in the rebranding process. Bionic Giant’s primary objective was to encapsulate the restless curiosity with which the Medical Mutual team serves their physician members in the new brand. Curi was born.
Inspired by the spark of creativity, the Curi color palette is living and active, representing inspiration and the richness of light. Every step of the way, the Bionic Giant team paired the new name with a new vision – reimagining every element of the brand through a comprehensive brand guide that provided guidance for the new brand in visuals, tone, voice, social guidelines, video, and photography.
The newly-minted physician wellness company now needed a wide range of pieces to live into its new brand. Bionic Giant set to work to create a cohesive system of collateral including stationary, signage, marketing collateral, tradeshow pieces, video storytelling, and website designs — even crafting live experiences and a comprehensive document library for internal member use.