Bupa has always been known as a healthcare provider but it also provides private health insurance, private hospitals, physiotherapy and care homes, many of which are under different names. The idea behind the rebrand was to unify all businesses to make it easier to market to customers under a single brand.
Once the basic elements of the new brand were in place I was responsible for developing principles, look and feel, templates and guidelines as well as designing specific applications including literature, powerpoint, customer cards and magazines.
A brand site, bupainspire.com, was created demonstrating brand applications and guidance for marketing departments and other agencies worldwide. I worked with Bupa’s web development agency and Saffron to design and write each section of the brand site and then to upload and publish the content.