What happens when a group of dedicated physicians grow tired of being handcuffed by America’s health insurance system? They form their own health insurance plan dedicated to doing the ‘right thing’ and putting healthcare decisions back where they belong: between doctors and their patients. Cohesion developed and launched the new brand, from positioning to logo design, marketing planning to creative development. The tagline, ‘It’s about you and your doctor,’ succinctly captures the essence, of Essence.