GMHBA - Brand uplift

Challenge

Evolve GMHBA’s brand to better reflect its position as a modern, member-focused health insurer, balancing trust and heritage with a more human, contemporary, and emotionally resonant identity in a highly commoditised category.

Approach

Led an extensive brand audit and strategic phase, analysing the competitive landscape, customer perception, and internal brand alignment. This work informed a clear positioning centred on “real people” and community-led care.

Following a successful pitch win against competing agencies, developed a comprehensive brand system that translated strategy into design, spanning identity, typography, colour, tone of voice, and scalable visual frameworks.

Outcome

Delivered a cohesive and future-ready brand identity, rolled out across guidelines, campaigns, digital, and physical touchpoints.