Level Health
The antidote to health
insurance complexity.
Health insurance, as it is, is not built for customers. It’s stuffy, sneaky in the small print and seen as a must-have in the hopes you never need it. Enter Level Health. The antidote to health insurance complexity—bringing a little guts, energy and edge to flip the industry on its head.
What we did:
Brand Identity
Naming
Tone of Voice
Brand expressions & messaging
Brand Communications
Launch communications
CASE STUDY
Level Health – Simpler, smarter health insurance
CHALLENGE
The Irish health insurance market had remained unchanged for years, dominated by three established players. As Ireland’s newest health insurer, Level Health saw an opportunity to bring simplicity and smart technology to a traditionally complex sector.
However, breaking into this market demanded a brand that could instantly build trust and credibility while offering something genuinely different. As a start-up, the brand needed to win the hearts and confidence of everyone from first-time customers to switchers.
The key here was to create a brand that could simplify the complexities of health insurance while maintaining the gravitas expected of a serious provider.
BRAND VOICE SOLUTION
To reshape the narrative about what an insurer sounds like, we developed a positive, down-to-earth and tuned-in voice that would embody the spirit of Level Health.
We crafted a complete brand voice strategy starting with the name itself—Level Health—which embodies the brand’s commitment to fairness and simplicity. We developed a distinctive challenger tone of voice built on the brand’s core values to feel refreshingly different, ambitious but grounded.
Given the range of brand communications, we designed a voice scale that flexes across different touchpoints, adapting to different channels or customer needs. This would ensure the right tone is used at the right moment, dialling up the challenger attitude for mobilising campaigns or softening the language for individual customer interactions.
RESULTS
Level Health successfully launched as Ireland’s newest health insurer, bringing a fresh perspective to the market. The brand voice and identity system effectively communicated their simpler, smarter approach, helping to establish them as a credible challenger in the sector. The flexible tone of voice framework enabled consistent yet adaptable communications across all channels, from mobilising campaigns to individual customer interactions.
POST-PROJECT SUCCESS
“Launching a new enterprise level insurance company is not easy and there is a reason why so few do it! But we are very proud of our brand and really love the work you did for us.“
Ruth Bailey,
Chief Commercial Officer,
Level Health
Tone of Voice
SCALE
From straightforward to spirited – we flex our tone of voice depending on the channel of communication and the needs of the customer. All our tone of voice principles should be present in our writing, but sometimes we’ll need to dial up or tone down our challenger attitude based on the context.
Remember that we always look through the lens of the customer. First, we diagnose the problem, customer need or pain point. Our next job is to prescribe a solution that is as clear and to the point as possible. These are the essential, ever-present tone of voice traits we use in every piece of writing – they are the antidote to complexity.
Then, depending on the communication or channel, we can inject energy, enthusiasm and wit into our language. In social campaigns or ads, we can dial up our spirited and forward- thinking tone of voice as long as it doesn’t dilute or overcomplicate the main message.
