From initial start-up phase through to thriving entrant brand and then onto a successful migration of the client base to a larger company, Catalyst worked alongside the marketing team to ensure successful execution at each stage of the strategy.
BACKGROUND
An ownership team with many years of senior experience at the highest levels of health insurance was starting an insurgent brand in the developing Irish market. The brand needed to communicate value and clarity, in opposition to the more ponderous established brands.
THE CHALLENGE
Once the brand became successful, it attracted the attention of the Hibernian Group (part of the international Aviva Health group) and was ultimately bought out by them. The existing client base then needed to be migrated over to Hibernian Aviva Health – and finally Aviva Health – without losing custom or client belief that this was still a brand in tune with their own values and lifestyles.
Delivery
For the start up brand, we generated the name – Vivas – the logo, brand identity and brand guidelines. The feel and look was one of vitality and youth, as befitted its positioning in the market.
It was then our responsibility to oversee the smooth and seamless migration of the brand into not one but two new iterations. Vivas Health from 2004 to 2008. Hibernian Aviva Health from 2008 to 2010. And Aviva Health from 2010 onwards.
We ensured that all marketing collateral assumed the brand values of the new parent without losing the effective messaging of the original communications. At a time of potential brand volatility, we worked successfully to give visual consistency and message cohesion.