Proudly local – A fresh brand identity for GMHBA health insurance

We are proud to share our brand strategy and design work for health insurer, GMHBA.

A small regional brand, GMHBA has to compete with large multi-national and national brands but it cannot match their significantly larger marketing budgets. Despite very high levels of member satisfaction and loyalty, GMHBA was struggling to stand out in a very cluttered market and in particular, attract younger generations.

A leading Australian not-for-profit health fund, GMHBA has a proud heritage of more than 75 years. The fund has 200,000 members across Australians, is the fourth largest health insurer in Victoria and the ninth in Australia.

Our research highlighted high levels of customer loyalty, and satisfaction but the brand identity and communication was not reflecting this.

GMHBA members have a genuine personal connection to the brand. They are passionate about the brand and its role in the community. This un-category like insight inspired us to build on this warmth to define a very distinct brand strategy and develop a new visual identity to reflect this externally,” says Michael Hughes, Director of Brand Strategy, Truly Deeply.

“The new brand positioning intensifies GMHBA’s audience bond, bringing to life the brand’s heritage and authenticity while crystallising the organisation’s commitment to building stronger, healthier communities across Australia,” added Hughes.

“Following a year-long journey, we couldn’t have been happier with the brand insights, strategic guidance and creative solutions supplied by Truly Deeply,” says Matt Vagg, Head of Marketing, GMHBA Health Insurance.

“We operate in a highly competitive market and needed a partner who could quickly understand our business and help us turn our unique heritage into a distinct and differentiated brand positioning. From clarifying our brand truths through to revitalising our visual identity, Truly Deeply understood our needs and provided us with a complete end-to-end brand solution that not only met our brief, they exceeded our expectations,” added Vagg.

An evolution of the wrapped cross, the new brandmark is friendly and contemporary with a fresh colour palette that reflects the brand’s optimism for the future while also retaining some of the heritage.

“The small caps font approach was retained and complemented with a refined cross to create a strong, bright and contemporary mark. A distinct visual language that places the brandmark at the heart of local conversations enriches this. This has been deliberately designed to break away from the conventional approach of simply ‘tagging’ communication with a logo,” says Derek Carroll, Director of Design, Truly Deeply.

Truly Deeply provided GMHBA with strategic brand and design solutions including a brand audit, market decode, audience and stakeholder research, brand strategy, brand architecture, identity design and visual identity development.

We have created an extensive new brand world for GMHBA including website, advertising, sonic branding, collateral, internal environments, uniforms and branch design.

Truly Deeply is also managing an integrated launch campaign in conjunction with Nunn Media, Jane, XCom and Atomic. The cross-media campaign – including television, radio, print, cinema and digital – starts in regional Victoria on Sunday.




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