Brand-driven transformation of a large health insurance company

At the beginning of our work with KKH, we developed over 30 possible repositioning approaches. Through quantitative and qualitative testing, we filtered out the two strongest. We always kept KKH's history and core strengths in mind. Together we decided on a compelling and differentiating brand positioning - today KKH stands for 'Wissen, was Gesundheit ausmacht' - 'Knowing what health is all about'.

Our Creative Unit developed the new brand design based on the new positioning. A particular challenge was the high number of touchpoints - from the health insurance card to analogue correspondence and online communication. The new design had to be optimised especially for the digital touchpoints, such as the KKH app. There was a lot of catching up to do, as the health insurance company's communication design had not been updated for 20 years.

KKH is now characterised by a new brand identity as well as simple and flexible brand codes. A central brand code: dialogue. KKH implements this in its brand behaviour through a particularly dialogical approach to its customers. In terms of design, these are dialogue bubbles for talking to the customer, providing advice and responding to personal needs. The dialogue bubbles serve as a stage for key messages, relevant information and useful tips. The familiar dark blue brand colour is retained and complemented by a warm coral as a contrast. The dialogue-based imagery puts people at the centre. The new design is flexible - and at the same time creates a high recognition value across all media.

Today, KKH has a strong, differentiating positioning and a unique design. It visualises KKH's development and conveys its values. We are proud to have developed a new, future-proof brand identity for KKH with our Brand Driven Transformation approach. Future-proof because the new brand positioning was developed strategically and based on data - providing a resilient foundation for future needs.