Health Super Brand Identity

After reviewing their strategic plan, Health Super recognised the need
to critically analyse the way they present themselves and communicate with both current and prospective members and employers. Working closely with Health Super, Fresh undertook a brand audit to facilitate
a deeper understanding of the industry.

From the audit findings, it became clear that Health Super would need
to revitalise their brand, with five key objectives in mind:

1. Increase brand awareness and loyalty amongst the target audiences.
2. Clearly define a strong market positioning within their product category.
3. Differentiate Health Super from its key competitors.
4. Develop communication strategies that take the confusion out
   of a complex topic.
5. Establish consistency in brand identity and communications across
   the organisation.

We then undertook a four-stage approach.

Stage 1: Brand strategy
Developed to unit the organistion and provide a clear vision

Stage 2: Brand Identity
Articulating and building a consistent brand identity (including a visual identity) was integral to the Branding process of Health Super. Combining the graphic elements of the symbolic cross with a heart shape represents bringing together the health and superannuation industries; this truly embodies the caring essence of the brand promise. To clearly differentiate the brand from its competitors and to harmonise with the symbolic brandmark, Fresh chose a bold colour combination of magenta and warm brown, as its primary palette. The central promise of the brand strategy was communicated in deliberately emotive words through the creative tagline: “We’re there for the people who care” displayed in warm and friendly typeface, true to the core values and brand vision element.

Stage 3: Communications Strategy
An important stage in the process was the development of an externally focused communication strategy that would build brand awareness and ultimately, increase membership.

Stage 4: Implementation
With the brand identity and communication strategy established, Fresh developed and managed a major communications changeover across
all aspects of the business.