DescriptionThe Challenge: The BOMAID brand had been the same for the past 40 years, as such the brand has stagnated. The brand doesn’t fit in the modern era and as such needs to be brought forward. Rebrand BOMAID to make the brand modern, relevant, and thus able to draw younger customers. Observation: The BOMAID brand actually started the private medical aid industry in Botswana. BOMAID has been around since 1972, thus it has been AT THE HEART OF HEALTH since then. Solution: Create an identity that reflects this history and yet remains relevant to the BOMAID while also being modern, fresh, and visually distinctive. The new identity must speak to the Heart of Health while staying relevant to the core of BOMAID. Result: The identity was well received and became the cornerstone of Botswana Medical Aid Society.
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