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The Challenge
HBF is Western Australia’s predominant health fund. Our task was
to review HBF’s brand identity and develop a brand strategy that
would retain HBF’s traditional caring and community based image,
whilst evolving into a broader based membership organisation.
The Approach
- Brand audit, including one-on-one interviews with the board,
executive and senior management team, and a series of staff focus
groups. We also reviewed all aspects of the existing visual
identity program.
- Developing a brand strategy and brand architecture, including
corporate personality and key messages.
- Recommendations for a sub-brand strategy to consolidate all of
HBF’s divisions, products and services within a monolithic
masterbrand strategy.
- Creating a brief for an evolutionary design update of the
longstanding HBF logo.
The Outcome/Benefits
- A more modern logo and visual identity that was aligned with a
new millennium management approach, whilst also leveraging the
traditional HBF culture, values and community standing.
- The brand audit approach enabled HBF to acknowledge it’s ‘old’
and ‘new’ values and priorities, and combine these within a
unifying brand strategy, resulting in a revitalised HBF brand.
‘The Brand Audit approach not only resulted in a new
identity, it also provided us with the information and the impetus
to change not just our image, but also the way in which we
interacted with our providers and our members’ Ricki
Smith, General Manager Member Services, HBF |
