Hirmaa is an industry body that represents 17 community-based not-for-profit health funds which provide a valuable alternative to larger, for-profit health funds. Our challenge was to understand the common characteristics, service standards and cultures of the 17 health funds that hirmaa represents in order to define how hirmaa should position itself to stakeholders and agencies.
The insight
Customer satisfaction revealed that 98% of customers were satisfied with their health fund. This gave us a really strong platform to position hirmaa as the voice of community-based health funds, who deliver a genuine alternative and who make their members feel valued.
The solution
We developed a language-based identity for hirmaa to capture the essence of 'community value champions' and bring to life the idea of hirmaa being the 'voice' of the community.
The new identity received a merit in the global ReBrand 2012 awards.
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