Our Work: Independent Health

Building a brand on voice of customer.

From the moment we convened our first focus group for Independent Health, we knew we had something special to tap into. The health insurance provider’s culture of caring came through in all of the responses. One woman, referring to the color worn by this customer-focused team, described them as “the RedShirts®.” And Gelia was off to the races.

A brand that bends

Gelia developed a brand that’s elastic enough to stretch in different directions, while always snapping back to its core. Sometimes members share their experiences—from emotional to light-hearted. Other times we feature the RedShirts in action.

Highlights from recent campaigns



Through a smart mix of online and traditional media—along with targeted direct marketing tactics—we continually convey to the Western New York region that the RedShirts are always there to help.


Gelia integrated the Independent Health and Buffalo Bills brands in a mutually beneficial way to promote their Health & Wellness Challenge to the Western New York community.

Getting Social

The brand is often represented by a RedShirt who has come to be both well known and well liked. We took her out of her element as a spokesperson and had her demonstrate the many community activities sponsored by Independent Health.


High Ad Scores

We continually test our campaign awareness and message effectiveness via our in-house Mindshare research facility. Over the past decade, we have achieved record-high scores from both B2C and B2B audiences.