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Medibank
Brand Identity Refresh
When you have your health, you can truly reach your full human potential. Our strategy was to move perception of Medibank from giant corporate Public Health Insurer to ‘Protectors of Human Potential’ by positioning them as the world’s biggest human superfan.
Their tone of voice was reworked, taking negatively viewed conditions and body parts like ADHD and bums and make them superpowers.
A completely new visual world used bright, organic illustration by the talented Stockholm based illustrator Kari Moden. They were based on the architecture of Medibank’s HQ to visually represent human potential. This ‘fun biology’ combined with emotion graphic overlays resulted in a highly positive, highly distinctive brand design system born directly from the brand purpose.
LAUNCH FILM
Agency
Colenso BBDO
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