Medibank: The Potential of Health

Medibank is Australia’s largest health insurance company, and after years of following the pack, they grew tired of repeating the same hum-drum fear based advertising as everybody else. They were outspoken and passionate advocates for the health and well being of all Australians, so we developed a new brand positioning that placed them as the champions of human potential. Leaning away from category tropes of fear and function, we focused on a simple truth: health is the enabler of potential, and Medibank is a protector of health.

This unlock led to the creation of an expressive new identity showcasing how incredible our bodies truly are. With the help of an amazing illustrator, we were determined to reshape the way the public saw themselves by developing a visual language which lifted the lid on the mind-boggling inner functions and potential of our wonderful bodies. Using vivid colour, illustration, custom-built emojis, and a fiercely optimistic tone of voice, Medibank became a purpose-built X-Ray revealing a new vision of health for all Australians. With the great people at Colenso, I helped to put this vision into practice by developing their new brand guidelines, inputting on illustrations, crafting the design of their launch campaign, and even creating a 30-foot mural which had to be hand-painted onto the colourful streets of Melbourne.