From the offset, Navy Health have had to overcome the misconception that their health insurance was exclusive to those connected to the Navy. With a strong market presence in this space, Navy Health was looking to grow it’s foothold in the wider defence industry but knew a visual rebrand was necessary to clarify it’s target market and appeal to new customers. To support this growth and clarify its target market, Navy Health embarked on a bold visual rebrand designed to reposition the company and attract a wider customer base. Join Adam Dixson, Chief Marketing Officer, as he showcases the successful rebrand process, from securing board buy-in and developing the business case, through to creative execution, testing, and launch.

-         Rebranding to better align with business strategy and unlock new growth opportunities

-         Exploring the psychology of colour to match the hallmarks of the brand experience

-         Maintaining differentiation from competitors

-         Managing risk to retain loyalty from existing Navy-aligned members