MHA

IDENTITY DESIGN

BRAND APPLICATION AND ROLLOUT

ART DIRECTION & DESIGN

VISUAL INTERFACE DESIGN

A life well lived

MHA Holdings is one of the largest independently owned providers of funeral cover in the market.  They have been around for over 20 years and currently hold over 300 000 policies on book, with a customer centric focus on service and administration.

MHA’s vision is to become the most customer-centric, financial service provider, pioneering innovative, world class products to all.

With this in mind, MHA Holdings approached Simplr to explore and develop a new refreshed brand that would reflect their new vision and positioning line –  A Life Well Lived”. The strategic thought around “A Life Well Lived”, is that it encompasses a cradle to grave strategy with a positive twist.

Through strategic lead insight from our brand audit and competitor review, we developed the brand identity to ensure that it had the ability stand on its own, as well as to be applied to co-branded collateral.  MHA work closely with the Union’s who sell MHA white labelled funeral and life products, so the brand needed to be able to extended to show endorsement and partnership.

The new brand mark is a simplification of the original logo. As the brand had a strong brand resonance with the customer base, the strategic decision was to keep the red and blue colours, but replace the dated font with a more, contemporary font.

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