The task UK health insurer, Bupa, set Principals was to create an identity that would resonate with an Australian market. Created originally in the UK for the global market, we were asked to look at how the identity could be expressed with a sense of energy it needed as a new brand in the Australian health insurance category.

While there were strict limitations placed on the Principals design team – to ensure they matched global guidelines – where there was some room to move was in the brand voice. And this is where I played a role.

I developed a verbal identity that focussed on a warm and human tone of voice, and a headline style that connected emotionally with people – while effectively highlighting individual offers.

The work was hugely successful. Winning both a Melbourne Design Award and Rebrand 100 Award, the new Bupa identity saw brand awareness increase from 11% to a phenomenal 91% in just 2 months.