Benenden Healthcare Society were the UK’s largest, low cost discretionary mutual healthcare provider for the public sector. When they decided to embark on ‘Open eligibility’ they asked OTB to be the lead agency from strategy and research to proposition evolution and rebrand implementation. 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 it’s routes.