Operating in an increasingly competitive market, Navy Health was faced with multiple challenges. Communications lacked category differentiation and key competitors were aggressively targeting their market share, so a refreshed brand idea and identity was required to combat this.
With the larger health funds competing on price, the big opportunity for Navy Health is to leverage the brand strengths of friendly service, better benefits and a caring culture. And to make it more obvious that Navy Health is open to the entire Defence Community, not just Navy families.
The redesigned Navy Health brand is positioned as the natural choice for health insurance for the Defence community. The refreshed identity is friendlier, bolder and supporting by language which communicates the membership offering – the Defence Community and their families.