Dynamic, flexible and closer to the clients: Central Health Insurance, one of the biggest private health insurers in Germany, repositions itself. The Central brand identity is overhauled to reflect the brand values of agility, empathy and transparency. We are commissioned to develop a claim that communicates Central’s new philosophy externally and motivates internally.
The Strategy: The claim should symbolize the motivation that the business and the employees gain from the repositioning and express Central’s deep commitment and responsibility towards its clients and their health.
The Result: “Health Moves Us” sums up the new positioning in just three words. The claim encapsulates how the company sees itself and is used as the central idea for collective communication.