Truly, deeply - strategically

Not-for-profit health insurer, GMHBA, has a new identity. And independent creative brand agency, Truly Deeply, is the brain behind it.

It's not just a refresh. Truly Deeply provided strategic brand and design solutions for GMHBA including a brand audit, market decode, audience and stakeholder research, brand strategy, brand architecture, identity design and visual identity development. It also created an extensive new brand world including website, advertising, collateral, internal environments, uniforms and branch design.

“Following a year-long journey, we couldn’t have been happier with the brand insights, strategic guidance and creative solutions supplied by Truly Deeply,” applauded Matt Vagg, head of marketing, GMHBA Health Insurance. “We operate in a highly competitive market and needed a partner who could quickly understand our business and help us turn our unique heritage into a distinct and differentiated brand positioning.”

Truly Deeply's foundation work uncovered a strong emotional bond between GMHBA and its customers. “GMHBA’s members have a personal connection to the brand. They are passionate about the brand and its role in the community. This un-category like insight inspired us to build on this warmth to define a very distinct brand strategy,”  reported Michael Hughes, director of brand strategy, Truly Deeply.

Truly Deeply is also managing an integrated launch campaign in conjunction with Nunn Media, Jane, XCom and Atomic. A cross-media campaign - including television, radio, print, cinema and digital - starts in regional Victoria on Sunday.