HIF launches new look via Rare Creative Thinking

After almost 60 years, WA based national health fund HIF has rebranded, giving it a fresh new look.

Apart from a new logo, HIF also has developed a new slogan, “Your Health, Your Choice”, replacing its current slogan, “The Smart Choice for Health Cover.”

The rebrand coincides with HIF approaching an annual turnover of $100 million, meaning it can continue to deliver the benefits of strong growth and success to its members.

HIF Managing Director Graeme Gibson said it was time to transform the brand to reflect the company’s vibrancy and to better align with its core values and principles.

“We are aiming to build increased brand awareness and felt that the current logo, which had served us very well for many years, no longer reflected the innovations and service levels we are now delivering to meet our members’ needs,” he said.

“We also wanted the brand to resonate with those people taking out health insurance for the first time, and let them know that HIF is a better alternative to the big health funds operating in WA.

“Although we have refreshed our logo to better reflect the modern HIF, we’ve also been very careful to retain our heritage. We have been investing in building brand awareness in recent years, and rather than go back to square one, we want our members and WA consumers alike to be able to easily tell that it is the same trustworthy HIF with the same great service, affordable health covers and member benefits as before.”

A letter was sent to members advising them of the change and a new advertising campaign created by Rare Creative Thinking will appear on television and online from this week.

HIF’s website has also been redesigned to reflect the changes.