• Asset libraries
  • Brand architecture
  • Brand audit
  • Brand guidelines
  • Brand voice
  • Motion
  • Visual identity

Bupa Global

As Bupa continued to evolve, grow and diversify as a health and care business, Their global brand identity needed to develop to keep pace with the change.

The project began with a global audit and workshops to define the brief and establish our ambitions. We knew we had two distinctive assets to amplify – a square and the colour blue – and we needed to create an identity that was confident, relevant and impactful.

Text image with '1. Start with the square' on navy
Swatches of the four primary colours of Bupa – Bupa Cyan, Bupa Navy, Bupa Warm Grey and Bupa Grey
The illustrations using the Bupa Cyan – a seagull on a sandcastle, a donut with a bite taken out and a paint roller below a blue square of paint
A woman having an eye test

Using these assets as a foundation we established four simple design principles to drive how Bupa would look, structure their communications and inform the experiences they create for their customers. We evolved their design toolkit to include engaging photography, impactful illustrations and simplified icons. Part of our process included ‘test and learn’ phases with internal design teams and external agencies to enable adaptive decision-making.

Wall of posters for Bupa Dental Camberwell


A billboard above a pair of escalators advertising Bupa family cover, with a photo of a young boy climbing out of a pool
A digital ad with an illustration of a coffee cup in a Bupa store and a screenshot of the Bupa Boost app on an iPhone
The Bupa Dental website displayed on a landscape iPad and a bus shelter with a ad saying 'I Can. I Will.' over the image of an older woman putting on a swimming cap and goggles.
A poster for Bupa Core Health Assessment, with a close up of a woman running on a treadmill and the text 'All gain. No pain." over the top
An illustrated poster of a coin going into a blue money box for Bupa Pay & Go
A poster for Bupa Spain with a woman with a big smile saying 'Sonrie'

We brought the principles and toolkit together in a consistent and flexible design system creating a global identity that’s bold, contemporary and distinctly Bupa. Its simplicity empowers local markets to talk to different services and audiences, and inspires agencies to create impactful communications.

A quote form Lachlan Hayman at Bupa

We helped Bupa turn 22 different brand documents into a single, concise and easy-to-use set of guidelines including tone of voice and brand architecture. Supported by a comprehensive asset library, brand movie and quick reference guides, the new identity is being rolled out throughout ANZ, UK and Spain. Today, Bupa is better positioned than ever to make a bigger impact through their purpose of helping people live longer, healthier, happier lives.

Bupa is the registered trademark of The British United Provident Association Limited and is used under licence.