National Rebranding Project - Bupa

National Rebranding Project - Bupa from Singleton Moore Signs

By: Singleton Moore Signs  12-Sep-2012
Keywords: Digital Printing, Corporate Identity, Business Branding

In November 2011, the name “Bupa” was officially launched in Australia, becoming the largest privately owned health insurer in the country. Singleton Moore Signs were given the task of rebranding the entire network of retail centres and agencies throughout Australia: a group which incorporated MBF, HBA and Mutual Community, totalling close to 140 locations. To maximise the impact of the new branding, the expectation from Bupa was to rebrand all sites over the one weekend. The initial phase was to conduct a site survey of the sites. Each location was visited, photographed and measured. We continued then with the development of conceptual designs for the client, demonstrating how the new logo supplementary branding elements would be introduced. Once the design concepts were finalised, our graphic design team produced illustrations and photomontages of each site, detailing the proposed new Bupa signage and graphics, including any changes to shopfronts and/or internal fixtures. Prototype logos and other branding elements constructed and tested at various locations for review by Bupa, before production could commence. Full scale production of signage and graphics commenced for all site, by a team dedicated solely to the challenge of coordinating and constructing Bupa signage. Logistically the project was extremely demanding, but thanks to a tremendously dedicated team of staff, contractors, and Bupa personnel, all sites were successfully rebranded over the weekend of Nov 12th – 13th, and as of 9.00am Monday 14th November they began trading as Bupa.

Keywords: Brand Management, Building Signage, Building Signs, Business Branding, Corporate Branding, Corporate Branding Project, Corporate Identity, Corporate Signage, Digital Printing, Outdoor Signage, Shop Fitouts, Shop Signage, Sign Writing, Visual Identity,

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