The Brief
The health insurance category is facing an increasing lack of trust in providers stemming from customers, particularly younger generations, not understanding or valuing the benefits of health insurance. nib needed a brand that reflected its business strategy, which shifts them from being an insurance provider to becoming an active health partner in its members’ and partners’ lives. A brand was needed that could stretch and be relevant across a broad portfolio of offers, markets and audiences. Authentic, differentiated and future-proofed.
The Solution
Health insurance has been a functional transaction needing true connection. It provides protection when things go wrong, not preventative initiatives to avoid them. The truth is, it’s better to prevent a problem rather than solve one. From this insight, the brand idea of “Empowering Prevention” was created to ensure nib acts as a true health partner providing proactivity and understanding.
Landor & Fitch developed a warm and human visual identity system based on the new brand strategy. We started with an updated brandmark representing guidance, optimism, progression, radiance and community. The fresh colour palette retains the green, and photography and illustration styles that bring a relatable and human personality to the brand.
We created a distinctive brand voice for nib which reflects its undisputed knowledge, provides motivation and inspires optimism within our various audiences. Trust nib to be your guide on your personal health journey, to be an energy source when you need a nudge in the right direction, and to highlight the silver lining of those sometimes-dark clouds.
Uncharacteristic characters
We partnered with world-renowned illustrator, Sebastian Curi, to develop bespoke illustrations to inject a fresh and authentic personality.
