Background:

For more than four decades, Copic has been a national leader in medical liability insurance, advocating for high-quality healthcare and practical solutions despite rising legal pressures, a global pandemic and the complexities of modern medicine.

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Challenge:

While the company has long excelled at risk mitigation and ensuring quality outcomes – critical elements of patient and community care – its marketing felt corporate and overly complex. Copic needed a simplified, human-centered message to soften its image and demonstrate its deep commitment to supporting the people that the rest of us depend on for care.

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Spark:

Through surveys, interviews, and focus groups, we uncovered a simple truth: Copic is about more than managing legal and financial risks in the healthcare industry. It’s about protecting the caregivers who make healthcare possible – the providers who commit to years of schooling and mounting debt, chaotic and demanding environments, medical advancements and regulations, and a constant pressure to put the needs of others ahead of their own. 

With this insight, we developed a brand position that emphasizes healthcare workers’ personal and professional integrity and sets Copic apart in a competitive marketplace. Most importantly, it conveys a clear message: “We’re here for you on both the good days…and on the days when things don't go as planned.” 

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We brought Copic's new brand to life with a comprehensive suite of deliverables.

Brand Expression: 

• A new logo, color palette and approach to copy craft, redefining Copic’s look and feel. 
• A more conversational and relatable brand voice and people-centric visual standards, setting the stage for future marketing materials. 
• A robust set of branded templates, ready to deploy at launch.
• Reimagined brand architecture and messaging framework that clearly communicates Copic's positioning across all platforms. 
• Revamped art direction and content structure for Copic's website, ensuring a seamless brand experience on the company's most vital touchpoint. 

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Brand Activation: 

• Strategic launch plan ensuring a smooth rollout within the company and external market.
• Ambassador training that empowered team leaders to confidently embody and communicate the new brand.
• A captivating brand essence video and launch kits that introduced Copic’s new brand in a memorable and exciting way.

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Change:

Copic is here for humans working in healthcare, reminding providers that in the fast-paced, demanding world of healthcare, they offer an unwavering pillar of support. It stands by the people who care for our communities and reaffirms the idea that being human is not a limitation, but a strength.

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