Cigna Hong Kong
Designing for Health, Building Brand Trust.
Deliverables:
Social Media post (Instagram, Facebook) . Motion Graphic Video . Website UXUI Design . Web Banner Design
For over five years, I served as a key creative partner for Cigna Hong Kong, supporting the brand across digital campaigns, content strategy, and visual identity.
My work consistently helped position Cigna as both a trusted healthcare authority and an approachable wellness brand in a competitive market.
My Role: Creative Direction · Graphic Design · Content Design Strategy · Visual Branding
Tools Used: Photoshop · Illustrator · InDesign · Figma · Meta Business Suite
Smart Health Blog Platform
In partnership with the content and digital teams, I helped launch SMART HEALTH, an editorial hub designed to educate, inspire, and drive organic traffic growth.
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Created a blog layout and navigation flow optimized for clarity, readability, and brand alignment.
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Built a branded design system to ensure visual cohesion across 1,000+ blog posts, from articles to infographics.
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Oversaw graphic and banner design, balancing medical credibility with lifestyle-friendly visuals.
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Optimized layouts for discoverability, which significantly improved search visibility and organic engagement.
Designed daily content and bespoke campaigns that kept Cigna’s channels dynamic while adhering to strict brand and compliance standards.
Produced engaging visuals for seasonal campaigns, awareness months, and health promotions.
Developed a visual language that was professional, clear, and approachable, helping the brand stand out while building trust.
Introduced storytelling elements and motion assets to boost engagement across platforms.
Daily Social Media Feeds
Instagram Reels Motion Series
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Instagram Reels Motion Series *
Developed a motion graphic series for Cigna’s Instagram Reels, delivering quick, bite-sized health tips in an engaging and accessible format. The visuals used vivid colours, dynamic transitions, and bold typography to capture attention within seconds while maintaining brand consistency.
Designed for mobile-first viewing, the series combined concise messaging with clean vector animation, making health education fun, digestible, and shareable across digital platforms.
Web Banner Design
Created a series of informative yet visually striking web banners optimized for SEO and SEM performance. Each design balanced clarity with creativity—using bold typography, concise messaging, and brand-aligned colour schemes to capture attention and drive click-throughs.
Strategic use of hierarchy, call-to-action placement, and motion elements enhanced visibility across digital ad networks, ensuring strong engagement while maintaining consistency with overall campaign objectives.
Results
The collaboration strengthened Cigna’s digital brand identity and boosted audience engagement by over 45% across social platforms. Consistent, high-quality creative delivery improved content performance metrics, increasing click-through rates by 30% and audience retention by 25%. The campaign reinforced Cigna’s authority in health and wellness communication, achieving measurable growth in both reach and brand trust.