Play it safe
Client
Planicare
Services
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branding
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design & communication
Year
2023
How to position Planicare as a trusted and leading insurance company for families and businesses?
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the brand
Founded in 2019, Planicare is an insurance company focused exclusively on health insurance, offering 100% digital and convenient solutions nationwide.
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the challenge
Initially perceived as a company that offered health plans with limited geographical reach, Planicare needed to reposition itself as a leading health insurance provider, strengthening its national expansion and coverage. It also aimed to reach a younger target audience in its client network (at the beginning of their careers and family life), without ceasing to appeal to the corporate segment.
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the story
Through rebranding with the new tagline ‘Play it Safe’ (Vá Pelo Seguro), we established the line that drives the entire strategy of Planicare's new communication, redefining itself as a trustworthy, accessible, digital insurer focused on its clients' needs.
The new tagline ”Vá Pelo Seguro’ (Play it safe) embraces the idea of choice and direction towards a path that offers safety, comfort, and health without fears or complications – foundational points of Planicare's commitment.
The logo represents interconnected people forming a cross, a symbol of healthcare provision. The graphic line thus reinforces the human side that guides Planicare's entire approach, symbolizing a network of health and safety guided by green and blue tones, associated (by their opposition to the red tones that evoke blood and danger) with protection, trust, and the digital and institutional rigor aspect.
The rebranding also resulted in a brand manual with guidelines that facilitate the application of the graphic line across all of the company's communication channels.
The current landscape of health insurance in Portugal was our starting point for the rebranding process. The objective was to differentiate Planicare from the perception that health insurance is a complex or secondary solution, with bureaucratic and intimidating concepts. It was fundamental to position the company as an insurer with an offering of accessible, relevant, and adaptable health insurance for clients throughout their lives.
Through a strategic rebranding and optimized digital communication, Planicare repositions itself as a leading health insurer, attentive to the current needs of its targets and addressing them with the simplicity and excellence that distinguishes it in the sector.
Aligned with the rebranding strategy, Planicare's social media presence was reformulated to reinforce the accessibility and benefits of its health insurance, simplify complex concepts that don't fit into daily life, and highlight Planicare's profiles as sources of credible and relevant information on how to protect and care for health on a personal, family, and corporate level.
Aiming to reach distinct targets through its social media profiles, the content is strategically segmented and intended to reflect a rejuvenated and more approachable image, without compromising the professional approach that guides the company's rigor.
The project also included the development of an animated video to present Planicare's purpose and services in healthcare units. The internal and agent newsletters complement the company's 360º communication strategy, as well as the PowerPoint presentation aimed at meetings with partners.
Fresenius Kabi
