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Bupa is an international healthcare group who entered Australia by acquiring three major healthcare brands. They elected to produce an annual report to introduce the new entity to the government, regulators & the healthcare industry.
Our objective was to convey the depth of soul and authenticity we found within the organisation. We recognised very early that a standard ‘corporate design’ approach was not going to do Bupa the justice they deserved. Our approach was to divide the report into two: While the US half focuses on performance and corporate metrics; the YOU half portrayed the vision and humanity of the brand by revealing Bupa stories as told by customers, patients, employees and healthcare professionals in their own words.
The annual report set the platform for a brand that appeals to both heads and hearts.