The Background
Award-winning, not for profit health insurance company, Westfield Health, had aspirations to lead the Health Cash Plans (HCP) market and increase overall market share. The company asked Origin to help communicate a new story to its audiences and ultimately drive sales.
The Strategy
Tasked with strategic research and a brand refresh, Origin began by studying the Westfield Code, the company’s internal values, before speaking to key audiences and assessing the key competition.
Westfield needed a brand focus in the 21st century that reflected its historical social purpose, which was grounded in the Saturday Fund thinking of the company’s Victorian origins. Every blue collar worker should have access to healthcare, not just corporate executives.
The Solution
Harder working health cover was born – a brand identity that would enable healthcare intermediaries to see Westfield Health standing apart from the crowd as a strong, forward thinking, big brand.A new visual identity would work with a website, a corporate brochure focused on intermediaries and other presentation collateral as well, brand advertising to make Westfield Health Plans for employees a ‘must have’ rather than ‘nice to have’.
The Result
While Westfield Health’s business is focused on selling via corporate and intermediary channels, Origin pointed to the intermediary channel, in particular, as crucial for future growth. We made it a major strategic objective of the rebrand to give these intermediaries a simple and effective way to sell the company’s range of products. Launched in Autumn 2013, the Westfield Health brand is refreshed and set on a strategic course to grow its share of the HCP market.