All in this together
Fluid has been working with GMHBA for years, and has helped evolve its brand identity to make the overall aesthetic more succinct and appropriate for the regional market. When we started working with the marketing team we identified that the brand refresh completed in 2015 was difficult to administer consistently across digital and print communication platforms.
Eyes on the ball
The opportunity came to apply new thinking for GMHBA when we were briefed to create the EyeCare brand. Undertaking a thorough audit of the existing collateral, we identified that the secondary messaging in particular – which applied a bright colour palette to communication material – created some confusion. Without a unique colour strategy GMHBA risked lacking distinction from competitors in the crowded health insurance market.
Applying fresh thinking, we completed the Fluid Agile Creative Strategy process to align the brand experience with customer expectations. To ensure that the new EyeCare brand was aligned with consumer needs and expectation, we measured brand fitness and identifed pains and gains. Upon implementing the EyeCare brand in market, the results were extremely positive. The GMHBA marketing team decided to follow our lead and simplify the GMHBA master brand, and have us implement this look across the business.