Health insurer HCF has undergone a makeover of its brand, the first in 20 years.
HCF said the brand refresh was in response to research which showed the broader community did not identify HCF with being 'forward looking'. This is despite scoring well on trust among members.
The makeover includes a new logo and seeks to focus on HCF's “track record in benefit innovation and service delivery”. It will roll out across its website, in TV ads and throughout its retail outlets.
The not-for-profit's managing director, Shaun Larkin, said: “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.”
HCF general manager for sales and marketing Danny Saksida said: “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.”
HCF worked with Designate Re: Brand and Serendipity Brand Makers.
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