GMHBA Health Insurance

GMHBA is a not-for-profit health insurer founded in Geelong in 1934, known for its focus on regional communities in Victoria and strong member relationships. 

Since 2023, GMHBA had been running an ad campaign based around their updated brand strategy with the brand purpose being ‘The care you need, for the life you live’

However, multiple guidelines and inconsistent assets made the visual system fragmented. The brand also needed to reflect its strong connection to regional communities and the everyday lives of members.

Key Insight
People trust brands that feel authentic and relatable. GMHBA’s strength is its local roots and long history of caring for real communities. The visual system needed to feel human, approachable and reflective of the lives it serves.

Design Response
Developed a flexible, cohesive system including logo rules, accessible typography, a vibrant colour palette, photography of real people in real life, illustration and iconography, and ownable design elements such as a frame and keyline that ties to the brandmark and to the campaign.

Outcome
A unified source of truth across touchpoints that communicates trust, reflects local communities, and makes the brand feel professional and personal.

Agency
Dave Clark Design

Role
Research, analysis, concept development, design system, guidelines, client facing