Clinicare updates to challenge rivals

Clinicare, the French-owned healthcare company, will launch an updated brand identity and comprehensive literature redesign on 2 April in an attempt to take on the market’s giants Bupa and PPP.

The redesign was handled by Fitzroy Surgey. It is worth over £250 000 and represents the culmination of two years’ work.

The design overhaul includes new logos, a review of the company’s full suite of stationery and the relaunch of three products.

The new look and feel is designed to communicate care and simplicity and to make its proposition more accessible to consumer and trade audiences. The logo consists of a distinctive typestyle, partly enfolded by yellow lines to suggest a supportive, caring image, says Fitzroy Surgey creative director Jerry Shearing.

Simple, friendly images and icons have been developed for use across the range of product literature. Individual logos for the company’s subbrands have also been created using colour differentiation on the main design.

Although intermediaries and brokers remain a core customer group, the company hopes the rebrand will help it build brand recognition within the consumer sector and enable it to compete with market leaders.

Shearing says, ‘Healthcare is a complicated product. We want to present an airy, simple design that is easy to understand. We’re trying to avoid clichéd imagery and want to use design and photography that reflects our simplified approach and individuality.’

In recognition of the importance of intermediaries to Clinicare, a key focus of the redesign was understanding the needs of financial advisors and providing them with informative, yet easy-to-access, material, Shearing says.

The consultancy was appointed following a three-way strategic pitch in spring 2000.