BUPA

Challenge

Bupa is a global healthcare company serving over 43 million customers across 14 countries. Over the past decade, the organisation has experienced significant growth, evolution, and diversification. However, the brand had struggled to keep pace with its business and customer ambitions, particularly in terms of design-led innovation.

Approach

We refreshed the brand, keeping the well-known and loved logo, instead developing a new identity system that reflected a confident, relevant and impactful business. 

Established around four simple design principles to drive how Bupa would look, structure their communications and inform the experiences they create for their customers. This was then rolled out across campaign, in-store and across digital experiences.

Completed at Milo & Co with:
Rachel Miles, Gary Townsend and Cera O’Grady
Illustration: Bryce Pepper

Silver, Melbourne Design Awards