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Finding the healthier brand

The task

The revitalization of a global brand identity for the Australian market. Created originally in the UK for the global market, we were asked to look at how the identity could be expressed with a sense of energy it needed as a new brand in the Australian health insurance category.  The Bupa brand is a result of the consolidation of 3 major Australian health funds, and whilst the brand had some presence in the Australian market, it had no presence as a mainstream health insurance brand.

The insight

A greater sense of energy and pace was needed for a new brand in a highly competitive retail environment and we needed to respect the global rules, but add local inspiration!

The solution

We developed an inspirational creative expression of the Bupa brand guidelines, demonstrating how, through the use of colour, unique graphics and illustration, the Bupa brand could be more dynamic and vibrant.