Serendipity Brand Makers launches rebrand for HCF to encourage Aussies to ‘take a fresh look’
Australia’s largest not-for-profit health insurer, HCF, will today reveal its first brand refresh in more than 20 years via Serendipity Brand Makers.
Featuring an updated brand mark and visual identity via Designate, the refresh is designed to encourage Australians to take a fresh look at HCF and its history of innovation.
In part the brand refresh was a response to research showing the fund, while highly trusted among existing members, was not seen in the broader community as forward-looking despite its track record in benefit innovation and service delivery.
Says HCF’s managing director, Shaun Larkin: “The revitalised brand is more than a new visual identity. It signals a wider evolution of our organisation and captures the spirit of our commitment to leading our industry. From our Dental and Eyecare centres through to our ground-breaking, evidence-based My Health Guardian Program, our ever expanding My Home Doctor service and new products focussed on ‘Caring for Health’, we are actively positioning HCF membership as a passport to a healthier life.”
Says HCF’s general manager for sales and marketing, Danny Saksida: “HCF is an iconic Australian brand with an 80-year heritage. That is a strength for us, but we are always looking forward and innovating to provide the best for our members. Our new identity acknowledges our heritage while also seeking to engage with people who may not know much about us. We’re really excited the new brand will show Australians the fresh and innovative side of HCF.”
From today the brand refresh will roll out across all of HCF’s member touch points including its website, social media channels, advertising (new television advertisements, created by Serendipity Brand Makers, begin airing from today) and 53 retail outlets in New South Wales, Queensland, South Australia and Victoria.
With more than 1.5 million lives covered, HCF is Australia’s third-largest private health insurer and, as a not-for-profit health insurer, operates solely for the benefit of members.
9 Comments
Why try and build up the idea of an exciting rebrand and then give us the same old shit!!!
HCF needs to find themselves new creative team!
Fail
I assume you’re talking about the TVC rather than the logo.
i must be missing something, i have no idea what the little red box thing is or why I feel so nauseous looking at a heal insurance ad.
Really? This must surely win the vote for most boring, uninspiring drivel of 2013. The marketers who wrote this ad should never be allowed to write another.
I like the logo.
Who is Serendipity Brand Makers? (sounds like a brand of panty liners)
Serendipity Brand Makers sounds like a potato chip company. The “brand refresh” is a good idea but the lettering is aweful
Absolutely love the logo!! Well done! Don’t like the box though…
A red cube that fails to blow open your mouth…