In 2013, Defence Health commissioned Collier Creative to roll out its new visual identity design across all its marketing and member collateral. Over the past 4 years, many marketing projects have been undertaken and delivered. One of the consistent challenges we face is finding fresh ways to interpret the visual identity guidelines to produce engaging communications as well as remain on-brand.
Defence Heath’s brand is built on a consumer proposition of ‘We treat you like family’. To drive this brand story, images depicting healthy, happy families are used. However, this is not a unique approach in this category so to help differentiate the brand, family images are integrated with Defence Health’s brand ribbon device.
Since 2013, Collier Creative has worked with Defence Health on its below-the-line marketing initiatives including acquisition campaigns, sales collateral, member newsletters, online promotions and promotional videos.