Giving a Product Its Own Voice

Sometimes, the best way to relaunch a product isn't just to redesign the product itself.

It's to rethink how people experience it.

When CML restructured its healthcare offering for 18 to 30-year-olds, we saw an opportunity to do more than simply promote a new plan. We proposed creating a dedicated brand under the CML umbrella, one with its own identity, personality and voice, designed to resonate with a younger generation while benefiting from the trust and credibility of its parent brand.

That's how 1830 was born. From naming, to branding, to public launch…

The Insight

Health insurance isn't something most young adults actively think about.
Many are still covered by their parents, don't fully understand the different plans available or simply don't see insurance as relevant to this stage of their lives.
The challenge wasn't awareness.
It was connection.
Rather than talking about policies and coverage, we saw an opportunity to create a brand that spoke their language and made insurance feel approachable, relevant and designed with them in mind.

The Strategy

1830 wasn't conceived as just another insurance product. It became a brand in its own right.
We developed a vibrant visual identity, a distinct tone of voice and a communication platform tailored specifically to young adults, while remaining firmly anchored to the CML brand.
The objective was simple: create something they could identify with before asking them to buy into it.

Building the Ecosystem

A brand is only as strong as the experience around it.
Beyond the identity itself, we designed the foundations of the launch ecosystem, including a dedicated landing page, customer journey, social media direction, digital acquisition strategy, university activations, welcome kits and branded customer touchpoints.
Every recommendation served the same purpose: making insurance easier to understand, easier to relate to and ultimately easier to choose.

More to Come

1830 is only the beginning.

With the brand now established, the next phase focuses on bringing it to life through content, experiences and meaningful conversations that continue to strengthen its relationship with a new generation.

Because sometimes, the most powerful marketing decision isn't creating a campaign.

It's creating a brand that finally gives a product the voice it deserves.