GMHBA is a not-for-profit health insurer with deep roots in regional Victoria and a long history of supporting local communities. Following the launch of its brand strategy, “The care you need, for the life you live,” the organisation needed a more cohesive visual system to address inconsistencies across assets and strengthen the connection between the brand and its members.
The refreshed design system was built around the insight that people trust brands that feel authentic, relatable and community-focused. A flexible framework was developed, incorporating accessible typography, a vibrant colour palette, photography of real people living their lives, illustration, iconography and distinctive brand elements that connected back to both the GMHBA logo and campaign platform.
The result was a unified and scalable brand system that provides a clear source of truth across all touchpoints, reinforcing trust, celebrating local communities and helping GMHBA feel both professional and deeply personal.
