Creating energy in health

Positioning a newcomer to the Australian market

Bupa is one of the largest UK private health insurers. They had acquired three major Australia health funds which were integrated into the Bupa brand. Being a newcomer to the market, Bupa had little presence and they had to be careful to tailor their brand messaging and style for the Australian market.

A global brand for the Australian market

With global brands, you always must respect their rules and add local colour and inspiration. In this case, the addition was a greater sense of energy and pace and tuning into an Australian tone of voice.

We interpreted Bupa’s global brand guidelines to create a local expression that uses colour, unique graphics and illustration. It positions Bupa as a new local leader and conveys their dynamism and vibrancy in a way that suits the Australian market.