Advertising:
healthcare insurance
Health Care Insurance (HCI) approached us to explore various rebranding options during a time of much change and upheaval in its core industry – forestry, timber and paper manufacturing.
The challenge being that they needed to reach out to a new and younger audience across Tasmania and Victoria whilst not alienating their loyal existing membership.
After establishing that the name should remain the same, we set about building a new brand look and feel from the ground up. The new logo concept features a friendlier, more contemporary design and typeface than before. The leaf-shaped device is a nod to HCI’s forestry heritage and, when combined with the green and orange colours from the Eucalyptus, symbolises new growth and the road ahead. To add a further positive element, the ‘insurance’ descriptor was also justified such that it underlines the word ‘heal’ in ‘health’.
Once the new design was in place, we rolled out a broadly integrated awareness campaign across TV, press, signage, print, direct mail and e-newsletters – all backed up by the website; which we redesigned to reflect the new look and redeveloped to take on extra functionality. To reinforce this fresh brand direction, the 30 and 15 second TVCs employ a clean, simple, animated approach to hero the new logo alongside the reassuring positioning line: We care for our own.