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Humana is one of America’s top insurance providers. Based in Louisville, they produce marketing content and brand experiences that cover the gamut of marketing tactics for a brand. They realized they needed to begin the process of developing an Audio Identity.

Humana asked us for a half-day audio strategy session where we could meet with all the different departments within the organization and begin to develop a roadmap for how they all use music that is on-brand and customer-appropriate while also achieving savings from licensing efficiency. We brought in our friends at IV Audio Branding to help with this project.

We learned that Humana had needs for many areas: YouTube and social videos, Overhead music for their Guidance Centers, Direct-TV infomercials and many more. At the conclusion of our session, we delivered the roadmap which would show them each step in the process of using music strategically across the brand’s portfolio.


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