Health insurance. We all know it can be expensive. But for the more budget conscious among us, it can be considered downright wasteful. Why pay money for hospital cover that you may never make a claim on? And what about those extras that you can never find time to use?

ahm, a health insurance provider owned by Medibank, aims to change all this.

Previously a small niche player, it’s why we’ve created the new ahm brand identity – repositioning the brand at the lower cost end of the market with a unique customer proposition developed by our team.

Starting with the insight that many consumers do not see the value in the ‘value’ end of the market, we sought to redefine ahm as a brand of choice for those who believe low cost policies are “not worth the paper they’re written on”. A brand for people who believe that value is about getting more for less and minimising waste. At the heart of our strategy was the idea, ‘All the things you need, nothing that you don’t’.

A complete (and yet, frugal) redesign of the ahm brand identity was undertaken by our designers. The result is a new look and feel that ensures ahm clearly stands out from the pack. The brand looks bold and single minded, but also pared back and efficient. Every element has a purpose – there is nothing superfluous, no wasted effort.

So, from a colour palette of black and white that saves on printing costs to a perforation line device that helps to highlight and house important information, the new look and feel is the perfect expression of ahm’s new brand idea. The logo is now framed within a coupon device, with a Medibank endorsement line that provides additional credibility for the brand in its new low cost battleground. The way the brand speaks has also been sharply defined with a tone of voice that is courageous, upbeat and always up-front.

For us at Interbrand, it’s a great example of a big idea brilliantly executed that really stands apart. And with a significant uplift in direct sales enquiries following the brand’s re-launch, it looks like consumers might agree with us.


Interbrand Australia

Creative Director
Oliver Maltby

Tom Carey, Conlan Normington