Australian Unity Brand Refresh

Challenge:
In a market crowded with brands making vague promises around “wellbeing,” Australian Unity needed to carve out a space that was both credible and distinctive. With a long heritage in health, wealth, and care, the organisation had a strong foundation, but it needed a clearer, more contemporary brand story that could connect meaningfully with today’s Australians and stand apart in a competitive landscape.

Approach:
We repositioned Australian Unity around the idea of Real Wellbeing, a concept rooted in measurable, long-term, and tangible improvement to people’s lives. This strategic platform allowed the brand to speak with confidence and authority, offering more than just aspiration and instead focusing on practical, human outcomes.

To support this shift, we created a fresh visual identity and brand voice that would roll out progressively across all touchpoints. The identity was designed to feel grounded, optimistic, and distinctly Australian, capturing both the legacy and the forward momentum of the organisation. The tone of voice was crafted to be authentic, warm, and clear, helping Australian Unity connect with audiences in a more personal and trustworthy way.

Outcome:
The repositioning of Australian Unity as the brand for Real Wellbeing allowed the organisation to move beyond generic wellness messaging and stand for something meaningful and measurable. The refreshed brand system not only honoured their heritage but gave them the tools to lead with purpose, clearly differentiating them in a crowded space and setting the foundation for long-term brand growth and impact.