Helsana reaches over 1.4 million customers through well over a hundred touchpoints. With its omnichannel strategy, the brand identity of the health insurance company has reached its limits. Applications are inconsistent, the relationship between visuals and content is suffering, and ‘exceptions’ are becoming more prevalent. As a long-standing partner, we are commissioned to bring the existing brand identity up to date and ensure consistency.

Let’s look on the bright side

Starting from the motto ‘Helsana – Committed to life’, we set the basic mood for the brand’s identity. A health insurance company doesn’t need to feel like a hospital. We focus on health and celebrate life. Helsana should be fun, simple and direct. We translate this aim into the brand’s identity and, in particular, its imagery. We celebrate moments in the hustle and bustle of life. Carefree and positive. The focus is on togetherness.

Framing health

In order to interweave all communication initiatives across all channels, you need a stable design system with the necessary flexibility. The 2008 brand identity is the starting point for the task. We evaluate the qualities of the existing brand assets and retain the key identity characteristics: logo, colour, font. We then enrich this foundation with further elements and completely rearrange it in the design system. A clear principle for maximum recognisability.

From this we develop a layout system with a smart toolbox for a consistent brand image across hundreds of actions and touchpoints. Recognisability, simplicity, scope. And this is crucial. Helsana works with more than a dozen agencies. The extensive template library offers layout variants for different content formats and is easy to navigate on Frontify. This promises not only consistency, but also economy thanks to efficient implementation of communication channels.

Meeting 1.42 million customers at well over a hundred touchpoints

Helsana

A brand refresh for Switzerland’s most committed health insurer. Its identity becomes more consistent, fresher and receives a modern design system. And yet – Helsana remains Helsana. read case

Branding

Design System

Style Guides

Publishing

Change Management

A brand refresh for Switzerland’s most committed health insurer. Its identity becomes more consistent, fresher and receives a modern design system. And yet – Helsana remains Helsana.