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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](/imager/images/15758/Southern-Cross-WITH-BB_2a73786203be8056e14db254713fe877.jpg)
![Southern Cross Social](/imager/images/27676/Southern-Cross-Social_2a73786203be8056e14db254713fe877.png)
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](/imager/images/15720/Southern-Cross-WITH-Adshel_2a73786203be8056e14db254713fe877.jpg)
![Southern Cross WITH BB 2](/imager/images/15723/Southern-Cross-WITH-BB-2_2a73786203be8056e14db254713fe877.jpg)