‘Your healthcare partner providing expertise for life.’

For over 60 years Bupa has been at the heart of providing leading-edge healthcare services to over 10 million customers in 190 countries with a further 20 million lives served by Health Dialog. In a highly competitive market Bupa wanted to re-establish itself as the leader, the expert and become more accessible to customers.

By unifying one Bupa and creating a new dialogue with its customers, the flexibility of the modular system and its visual elements combined, creates 
a powerful platform for the brand expression to engage, surprise and reflect the diverse and ever expanding ‘world of Bupa’ allowing for constant reappraisal.

Re-defining a world

With a need to bring together a hugely diverse global organisation offering a multitude of ever expanding products and service offers across the globe, we developed a unique and ownable brand expression that is able to capture and communicate the ethos of the business in one global voice.

The brand expression is adaptable for different price points, customer segmentation and service offers, built around a modular system that ensures constant flexibility without re-creation.

Creating one Bupa

For nearly two years lukecharles have been working closely with the client team, both creating and art directing a vast array of touchpoints for both the core brand and business units across the globe.

From strategy and conception, printed communications, literature systems, digital platforms, moving image, events and initiatives, environments, exhibitions, internal communications and campaigns right through to tools and templates; it is safe to say we understand the world of Bupa.

Creating a
new dialogue
About the project