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