Refreshing a much loved but outdated brand identity to reconnect a proud local with its community. Truly Deeply creates a new brand strategy and identity for leading health insurer GMHBA and creates a new benchmark for regional brands.
GMHBA is an Australian not for profit health fund with more than 80 years’ experience. The fund is the fifth largest health insurer in Victoria with strong roots in regional areas.
GMHBA was excelling in many ways but it just didn’t look the part. While the brand had very high levels of member satisfaction and loyalty the brand identity and communication was not reflecting this. It was struggling to stand out in a very cluttered market in particular attracting younger members.
GMHBA members have a genuine personal connection to the brand – they are passionate about the brand and its role in the community.
GMHBA competes with many large multi-national and national brands but it cannot match their significantly larger marketing budgets. They needed to find a compelling and authentic way for the brand to engage current and potential members.
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.
At the heart of local communities is a powerful brand mantra that inspires a compelling brand narrative and ensures the brand provides a real alternative to the big health funds.
An evolution of the wrapped cross, the new GMHBA brandmark is friendly and contemporary with a fresh colour palette that reflects the brand’s optimism for the future while also retaining its heritage.
The new brand identity brings to life the new brand positioning and provides numerous opportunities for the brand to truly talk and act like a local.
Truly Deeply provided strategic brand and design solutions for GMHBA including a brand audit, competitor and market decode, audience and stakeholder research, brand strategy, brand architecture, identity design and visual identity development. We also created an extensive new brand world, including website, advertising, collateral, event sponsorship, internal environments, uniforms and branch design. Truly Deeply also managed the integrated launch campaign including television, radio, print, cinema and digital.
“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.
FREE BRANDING SESSION
Obligation Free – One Hour – Brand Diagnostic Session
- Clarify your critical brand components; Product/service expertise, Core customer, Competitors & Compelling point of difference.
- Identify your current brand challenges and opportunities.
- Chart the best way to overcoming those challenges / capture the business value within those opportunities.