Level Health

Customers in Ireland haven’t seen a new brand in the health insurance market for years. Enter Level Health. The new insurer ready to challenge the market by creating a simpler, smarter digital-first brand.

Our challenge was to develop the brand strategy, name, brand voice and brand identity for Ireland’s newest health insurer helping them stand out and create simplicity in the health insurance industry.

With three established brands dominating the market, entry into the sector required a brand that could offer a different point of view and create interest to new customers and switchers. As a start-up, the brand needed to win over the hearts and confidence of customers, establish credibility and reliability, and meaningfully connect with audiences.

Level Health saw the chance to reshape customer perceptions of health insurance and the customer experience, connecting them in meaningful ways as a digital service brand. To achieve this, we needed to carve out a point of difference that would present the brand as a positive, proactive and digital-first brand.

Health insurance is complex, often challenging customers’ understanding of how their plans and cover work. Distilling these complexities was a key challenge. With an intuitive, tech-led platform, Level Health needed a brand strategy and identity that aligned with its no-nonsense, breaking-traditions approach. That meant clarity and simplicity were key.

Inspired by the vision to be the antidote to insurance complexity, the brand needed a name that resonated with customers. We developed the name Level Health to communicate a sense of fairness and simplicity in a fresh way, ensuring everyone – from first-timers to switchers – could instantly connect and understand the brand’s purpose. 

Level Health’s brand identity is designed for instant recognition to reinforce its positioning with impact. The logo features a friendly logotype that elevates the name Level, while Health sits in a distinctive icon. The bold, industry-unique colour, combined with a clean and simple design system, brings the character and purpose of the brand to life.

To reshape the narrative about what an insurer sounds like, we developed a positive, down-to-earth, and tuned-in tone of voice that would embody the spirit of Level Health. 

The overall brand style features Cork-based illustrator Cathy Hogan on a full suite of illustrations. Her work infuses the brand with personality, energy and creates a unique visual asset that stands out in the industry.