About the company
Sofía (sofiasalud.com) is a new kind of health insurance company. It aims to provide complete coverage to millions of people in Mexico, with a simple interface, and extraordinary customer service.
I worked in Sofía for a year as head of marketing. When I started, the company had not yet launched to the public and it was considering a major rebranding would be necessary for launch. I agreed.
Together with Sofía’s amazing design lead, Alejandra Quintero we built the Sofía brand from its core. We researched the market to understand our competitors and we held several workshops with the founding team to understand the true values and motivations that would hold the brand together.
As a result of our work, we created the Sofía Brand Book. A website that contains the foundation, values, mission, assets, and vision for the brand. It is an extensive document that dives deep into what Sofía is and how it should be represented.