Challenge
Liquid was asked to plan, design and execute an entire re-brand and supporting launch campaign for Medicash, one of the oldest and largest healthcare cash plan providers in the UK.

Medicash has a core of loyal customers who have been with them for many years. This re-brand needed to re-present Medicash to a wider, younger audience, without alienating its existing customer base.

Medicash operate in a fiercely competitive market so it was key that they were noticed and stood out from their competitors.

Strategic Thinking
Historically, Medicash have used a variation of creative styles for different areas of the business. Liquid recognised the need to produce a consistent style, that was synonymous with Medicash whilst also developing a fresh look that infused the brand with new impetus and vibrancy to appeal to a broader market.

Solution
Through effective design and a striking visual identity we helped to set Medicash apart from the rest of the healthcare market. As a rule, the world of healthcare is generally represented in the colour blue and the creative is uninspiring and impersonal.

What liquid designed broke the mould of healthcare creative. The use of vibrant yet warm colours, coupled with the silhouette, created a sophisticated, professional look while also being approachable and reassuring.

The new branding truly reflects the brand values of Medicash while, at the same time, provides the flexibility to give each health plan its own distinct colour and style. The strapline 'A positive approach to Healthcare' complements the modernised logo, reinforcing the brand values reflected in the creative as a whole.

The launch campaign was executed in through the following channels of communication: website, direct marketing, exhibitions, email, outdoor and press advertising.

Result
“We are delighted with the results. Liquid have managed to convey our message really well and helped to set us apart from the rest of the healthcare market.”

Peter Lauris, Sales and Marketing Director, Medicash