Level Health
The simpler, smarter insurer.
Standing out and creating simplicity in the health insurance industry.
Customers in Ireland haven’t seen a new brand in the health insurance market for years. Enter Level Health. The new insurer ready to challenge the market by creating a simpler and digital-first brand.
Our challenge was to develop the brand strategy, name, brand voice and visual identity for Ireland’s newest health insurer.
The Challenge
With three established brands dominating the market, entry into the sector required a brand that could offer a different point of view and create interest to new customers and switchers. As a start-up, the brand needed to win over the hearts and confidence of customers, establish credibility and reliability, and meaningfully connect with audiences.
Level Health saw the chance to reshape customer perceptions of health insurance and the customer experience, connecting them in meaningful ways as a digital service brand. To achieve this, we needed to carve out a point of difference that would present the brand as a positive, proactive and digital-first brand.
The antidote to health insurance complexity
Health insurance is complex, often challenging customers’ understanding of how their plans and cover work. Distilling these complexities was a key challenge. With an intuitive, tech-led platform, Level Health needed a brand strategy and identity that aligned with its no-nonsense, breaking-traditions approach. That meant clarity and simplicity were key.
A name built on the brand story
Inspired by the vision to be the antidote to insurance complexity, the brand needed a name that resonated with customers.
We developed the name Level Health to communicate a sense of fairness and simplicity in a fresh way, ensuring everyone – from first-timers to switchers – could instantly connect and understand the brand’s purpose. The name underscores the importance of keeping your health in balance, aligning with the brand’s promise and strapline to deliver simpler, smarter cover that empowers customers to make informed, proactive decisions about their lives.
Standing out
Level Health’s brand identity is crafted for instant recognition to reinforce its positioning with impact. The logo features a friendly typeface that elevates the name Level, while Health sits in a distinctive icon. The bold, industry-unique colour, combined with a clean and simple design system, brings the character and purpose of the brand to life.
Crafting a challenger tone of voice.
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 created a distinctive and confident tone of voice, built from the brand’s core values.
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.
Illustrating simpler, smarter health insurance
The overall brand style features Cork-based illustrator Cathy Hogan on a full suite of illustrations. Her work infuses the brand with personality, energy and creates a unique visual asset that stands out in the industry.
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
