When you need to refresh your claim to leadership.
In Australia, Bupa grew from the consolidation of three major Australian health funds. The Bupa brand was relatively new here – it was huge overseas, but it was yet to build credibility or awareness in Australia.
So they asked us to refresh the brand for an Australian audience. We had to respect their global brand rules, while drawing on local inspiration and bringing a sense of energy that would help them stand out in a highly competitive retail environment.
We started with the Bupa brand guidelines, creating a new brand expression based on colour, unique graphics and illustration.