Laya Healthcare – Brand world reinvigoration

The Beat Goes On

The Aim

Laya Healthcare is Ireland’s second largest provider of private health insurance with members in excess of half a million.

In 2021 the brand underwent a strategic repositioning with the business focusing more on it’s ‘harder’ health credentials.

Laya Healthcare briefed Dynamo to help invigorate their brand world and create an ‘iconic’ communications design system, intrinsically linked to the Laya corporate identity.

Project

Laya Healthcare

The Game

The main focus of the brief was to identify a distinctive visual language for all the brand’s communications. It had to created using distinct and iconic symbolism that only Laya Healthcare could own. 

We looked to the brand’s existing corporate identity for inspiration. The ‘Heartbeat’ contained within the logo was identified as a key brand asset and the perfect visual platform to build the visual world around.

From there, we built out the brand world – bringing new energy and movement to the communications through new photography, visual language and the amplification of the brand’s tone of voice.

The Game

The main focus of the brief was to identify a distinctive visual language for all the brand’s communications. It had to created using distinct and iconic symbolism that only Laya Healthcare could own. 

We looked to the brand’s existing corporate identity for inspiration. The ‘Heartbeat’ contained within the logo was identified as a key brand asset and the perfect visual platform to build the visual world around.

From there, we built out the brand world – bringing new energy and movement to the communications through new photography, visual language and the amplification of the brand’s tone of voice.

The Fame

The brand refresh came to life through a massive national communications campaign in September 2021, built around the central idea – ‘A beat ahead’ featuring poet, performer and playwright Felicia Olusanya.

We delivered an entirely new visual language for the brand along with an iconic design system that ensures maximum standout and clear distinction for Laya Healthcare amongst it’s competitors.

The Fame

The brand refresh came to life through a massive national communications campaign in September 2021, built around the central idea – ‘A beat ahead’ featuring poet, performer and playwright Felicia Olusanya.

We delivered an entirely new visual language for the brand along with an iconic design system that ensures maximum standout and clear distinction for Laya Healthcare amongst it’s competitors.

The brief we gave Dynamo was critical to support our continued growth. We had very high expectations, and needed the team to deliver exceptional work within very tight parameters.
They brought energy, passion and commitment to the project, and most importantly their creativity and strategic thinking.

Kevin Kent
Head of Marketing
Laya Group

The brief we gave Dynamo was critical to support our continued growth. We had very high expectations, and needed the team to deliver exceptional work within very tight parameters.
They brought energy, passion and commitment to the project, and most importantly their creativity and strategic thinking.

Kevin Kent
Head of Marketing
Laya Group

What we delivered

Brand planning / Brand proposition / Brand manifesto and tagline creation / Hero campaign creation / brand story film/ Digital sales strategy /Sales strategy implementation, management / eCommerce store build / Global brand playbook / Ongoing brand and sales strategy