Background
The Premier Choice Group was originally set up in 1996 to offer a truly independent personal service to both individual and corporate clients, primarily on health insurance matters. The high level of personal service, together with being able to offer an open and frank view, has seen the business rapidly expand, with this in mind, Premier Choice felt it was important to bring their brand up to date.
Objectives
To create an aspirational brand which:
• Is fresh modern and dynamic
• Represents the other businesses within the group, Premier Choice
Healthcare Ltd, Premier Choice Lifecare Ltd and Premier Choice
Employee Benefits Ltd
• Positions itself as health insurance specialists
• Is easily applied to all collateral
Solution
We wanted to develop a new brand that would stand out from the previous one but still carried a recognisable element. To achieve this we retained the lozenge with the health symbol of the cross, highlighting the association with the healthcare industry. Other lozenges were set within the main one representing each of the companies from the group. The logo is particularly flexible and can be separated out when focussing on Premier Choice Lifecare Ltd, Premier Choice Employee Benefits Ltd and Premier Choice Healthcare. Bright and fresh colours were applied across the Premier Choice Group brand, representing a modern and dynamic company. A simple and clear sans serif font was selected and is used throughout the branding providing a contemporary feel.
Results
Premier Choice have built a strong awareness in the market in the last year and have won several important industry awards. The Health Insurance Specialists
