Benenden Healthcare Society are the UK’s largest, low cost discretionary mutual healthcare provider for the public sector. When they decided to embark on ‘Open eligibility’ they asked ThinkOTB to be the lead agency from strategy and research to proposition evolution and rebrand implementation. Benenden’s brand identity was outdated and membership acquisition was in decline. We were appointed to lead the transformation of their proposition and identity, developing a modern and accessible brand that paid homage to their Yorkshire roots.
Our creative thinking
The agency created a new caring, contemporary consumer brand which expressed the society’s mutual values. We explored new territories, propositions, messaging hierarchies, identities, campaigns, image styles, structure, colour palettes and fonts. After insightful research ‘Benenden Healthcare Society’ became ‘benenden health’. It’s simple, modern, accessible and still acknowledges its routes. Our work strengthened their credibility and appeal, driving advocacy with current members and an uplift in new memberships.
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