Bupa

Bupa offers insurance, dental, optical, audiology, aged care, and a suite of additional health-related services – a point of difference in the health industry – but all the business units look and sound different. Bupa wished to use sonic branding consistently to connect and unite the business in the ears of the public.

To support the new brand platform created by Thinkerbell, Resonance defined Bupa’s sonic essence as “Caring” and “Proactive”. To emphasise the caring element, we used a warm human vocal designed to soften the cold medical cues in Bupa’s logo. To emphasise the “Proactive” we used a heartbeat rhythm timed to the pulse line in the animated lockup. Creative options were submitted for consumer research to measure appeal, brand fit, recognition and distinctiveness.

The result is a stylised and ownable heartbeat device which hints at the Bupa brand name.

The new audio logo was launched on Bupa Australia’s Healthcaring campaign in October 2023.

“Bupa has always had strong visual branding. And trying to complement this with a new sonic logo was no easy feat. Resonance helped us land a unique sound that’s injected greater warmth and optimism into our distinctive brand assets – the process and output exceeded our expectations.” – Alexandra Silk, Bupa Head of Brand.

“Our collaboration with Resonance mixed science and creativity in a way that we love at Thinkerbell. The team took a deep dive into the brand and the category, then mixed in some magic to create a sound that is modern, warm, enduring and above all distinctive in the market.” –  Sean McNicholas, Thinkerbell Head Tinker.