Level Health
Health insurance complexity antidote
In health insurance, trust is everything. But the way brands talk often make people feel more confused than cared for. As a new challenger in the Irish market, Level Health knew that they needed to sound different from day one. The brand voice became the key…
From naming the brand to shaping everyday conversations, we built a verbal identity that could simplify complexity and spark connection. The brand needed to feel fresh and different, but also instantly trustworthy. So, the voice had to do both jobs at once: be bold enough to challenge the market, but human enough to give customers immediate faith and confidence.
Ireland’s health insurance market had been standing still for too long. There were three big providers, endless complicated policies, information overload and frustrated customers. Then came Level Health – a newcomer determined to cut through the complexity with a simpler, digital-first approach. We partnered with the brand from the very beginning, shaping a verbal branding strategy that would help them stand apart with clarity, character and a clear point of difference.
The first step was the name. It couldn’t just be catchy and memorable. It had to carry the brand’s promise of fairness, straightforwardness and balance. After a collaborative process of exploring, workshopping, testing and refining, one name rose above the rest: Level Health. Honest. Transparent. Grounded. It reassures people, levels with them, and brings clarity to a space that so often overwhelms.
From there, we shaped a voice that carries the same spirit into every interaction. Warm and empowering, with a tone that feels refreshingly conversational instead of contractual. In practice, that meant confident, energising language in campaigns, and calm, reassuring words in day-to-day customer exchanges. Whether it’s an onboarding email, an online query or an app notification, the voice is consistent, human, and always tuned into the customer need and headspace.
The result is a brand that doesn’t just look different but sounds different too. Every word reflects the ambition that set it apart from the start: to make health insurance simpler, smarter and easier on every level.