Mercier Gray rebrands Bupa International

Mercier Gray has created a new global corporate identity for Bupa International, the division of private healthcare provider Bupa targeted at expatriates.

“It’s quite a radical departure from what they were,” says consultancy managing director Anton Mercier.

The consultancy has designed a customer brochure and membership pack, and corporate brochures for company, shipping, oil and gas schemes, and teachers working abroad.

Photographic images for the literature were shot by the London consultancy.

“In the past it was pictures of hospitals. Now the pictures represent a healthy lifestyle,” says Mercier. “We have used close crops of people from different walks of life.”

Bupa International operates in Ireland, Spain, Hong Kong, Thailand, Malta and Cyprus.