South Africa has a new health insurance company, formed out of a joint venture between mining interest Anglo American, Southern Life insurance company and United Healthcare in the US.
Corporate branding for Southern Healthcare JV is by Sampson Associates in Johannesburg, which won a paid creative pitch against UK group Siegel and Gale.
“This is a new situation [in this sector]. We are building a brand from scratch,” says Sampson Associates managing director Jeremy Sampson.
In a country lacking any form of national health service, Southern Healthcare JV will have a BUPA-type role, says Sampson.
The identity, in aquamarine, cobalt blue and mauve, is currently being rolled out on to literature for patients, doctors and hospitals. The branding will then be applied to signage for the company’s new headquarters in Johannesburg.