As the region’s largest carrier, Blue Cross Blue Shield of Minnesota swiftly realized growth depended upon moving beyond traditional insurance to become a total health company. Infinia assisted in the creation of a complementary, consumer-facing entity; one that made health easy and connected, centering resources and services around the customer. Co-creating business strategy and internal board presentations, we named the new company Stella, blending the personal, the feminine and the aspirational. A bright color palette, a quirky, engaging identity system followed along with key internal messaging. After 18 months, we have executive alignment for an external launch, a comprehensive website and architecture for other Stella sub-brands.