2013 Melbourne Design Awards


Project Overview

The revitalization of a global brand identity for the 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.

Project Commissioner


Project Creator



Melissa Dale - Group Account Director;
Laura Fitzroy-Kelly Account Director
Martin Hopkins - Design Director;
Sue Whitlam – Designer;
Darlene Ward - Finished Artwork;
Finished Artwork - David Ing;
Creative Director- Simon Wright

Project Brief

Our brief was to develop an inspirational creative expression of the Bupa brand guidelines, demonstrating how, through the use of colour, unique graphics and illustration, the Bupa brand could be more dynamic and vibrant. We needed to present the guidelines in an engaging format, so they would be easy to understand and use.

Project Need

Bupa is relatively new to the Australian market and needed a unique interpretation of their brand identity for this market. By extending the application of the identity, and introducing some new elements, we have created a greater sense of energy and pace needed for a new brand in a highly competitive retail environment.

Design Challenge

The Bupa brand is a result of the consolidation of 3 major Australian health funds, and whilst the brand had some presence in the Australian market, it had no presence as a mainstream health insurance brand. We needed to respect the global rules, but add the local inspiration!


For Bupa, Corporate Responsibility and Sustainability means using healthcare expertise in a way that is good for business and the community. It is about doing good beyond their customer base through our people, products and services, as well as charitable partnerships.
CR and Sustainability at Bupa covers many areas including employee giving and volunteering, community health and wellness partnerships, addressing and minimising our impact on the environment and affiliations with like-minded businesses and organisations.
Full details can be found at: http://www.bupa.com.au/about-us/corporate-responsibility/corporate-responsibility-and-sustainability

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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