Melbourne brand agency Truly Deeply has unveiled a fresh new brand identity for GMHBA, a leading not-for-profit health insurer.
Truly Deeply provided strategic brand and design solutions for GMHBA including a brand audit, market decode, audience and stakeholder research, brand strategy, brand architecture, identity design and visual identity development. Truly deeply also created an extensive new brand world including website, advertising, collateral, internal environments, uniforms and branch design.
GMHBA is an Australian not-for-profit health fund with more than 75 years’ experience. The fund has 200,000 members across Australians, is the fourth largest health insurer in Victoria and the ninth in Australia.
Says Matt Vagg, head of marketing, GMHBA Health Insurance: “Following a year-long journey, we couldn’t have been happier with the brand insights, strategic guidance and creative solutions supplied by Truly Deeply.
“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.”
Truly Deeply’s research revealed an opportunity to better reflect the inner-strength of an organisation with a rich heritage, great products and customer service as well as an incredible emotional connection with their members.
Says Michael Hughes, director of brand strategy, Truly Deeply: “GMHBA’s members have a 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.
“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.”
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.
Says Derek Carroll, director of design, Truly Deeply: “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.”
Truly Deeply is also managing an integrated launch campaign in conjunction with Nunn Media, Jane, XCom and Atomic. A cross-media campaign – including television, radio, print, cinema and digital – starts in regional Victoria on Sunday.