Private medical insurance giant PPP yesterday launched its new name and a new corporate identity. Logo, sub-brands and literature design are by Smith & Milton Original.
Won in a three-way credentials pitch (DW 22 September), the project involved Smith & Milton Original working with advertising agency M&C Saatchi on a 20m marketing campaign to relaunch PPP as a consumer brand rather than simply an insurer.
The group logo becomes a large P, containing two smaller Ps, and a gold heart. The logo is developed for other businesses in the group: PPP Healthcare carries a red heart; PPP Lifetime Care has a swooping bird; and PPP Beaumont Care gets a sunflower.
The relaunch and the revised product range is marked by new literature also designed by Smith & Milton Original.
The consultancy’s creative director Howard Milton says: “The prerequisite for the new identity and new literature is accessibility.”
PPP bills itself as the UK’s leading personal healthcare company. Founded in 1938, PPP now has more than two million customers.