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.