All Work

Southern Cross—Integrated Brand Platform

How Southern Cross put the I in ‘WITH’.

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SCH0102 Pounamu RT3 copy
SCH0102 Man Dog RTF

Southern Cross insurance is a key part of New Zealand’s health system, but structured as a disparate house of brands, they were failing to capitalise on the collective strength of the brand – internally and externally.

After 12 months of helping Southern Cross find alignment across multiple silos within the organisation, we landed on a brand platform that would resonate with both external and internal audiences. The inspiration came from an insightful, honest place: people don’t speak about Southern Cross as a provider…they say “I am WITH Southern Cross”.

Southern Cross WITH BB
Southern Cross Social

Our work celebrated this simple truth and encouraged the organisation to do more to maintain that trusted position in people’s lives.

Southern Cross WITH Adshel
Southern Cross WITH BB 2
Next: ASB—Brand Evolution