We were asked to re-design the bupa.com.au website, following the plan to unite HBF, MBF and Community Mutual under the BUPA brand. The brief was to make it stand out from competitors as the business officially looked to launch the brand into the Australian marketplace.

Bupa recognised that their brand identity was boring and clichéd, too corporate and old fashioned and so they were looking to develop a new identity that felt younger, a bit more fun and more modern. We used block colour and emotive imagery to demonstrate the brand ethos of ‘your healthcare partner, providing expertise for life’.