Partners Life brand undergoes Special transformation

Partners Life has teamed up with Special Group Auckland to celebrate one decade of business with its first brand relaunch.

The transformation represents the next chapter of the Partners Life story, in-line with its vision to disrupt the insurance sector, ensuring Kiwis get the most out of their life and health insurance.

Working alongside Special Group’s strategy and design teams, the new Partners Life visual identity includes a bold design ecosystem that will be translated across all internal and external touchpoints.

The new look cements Partners Life’s promise to demonstrate its core values; celebrating individuality, generosity, restlessness, and doing the right thing. At the crux of the rebrand is Partners Life’s commitment to challenging the status quo, visualised through an innovative ‘restless form’ design language.

Tina Morgan, General Manager of Marketing at Partners Life, says: “Partners Life has spent the last decade reimagining the customer experience for life and health insurance. Our brand relaunch represents a key milestone in our journey to making sure Kiwis are getting the best cover for their unique needs.”

The new visual identity encompasses a new logo, website, visual design ecosystem, consumer touchpoints and is centred on an ever-evolving design motif of interconnected dots.

Partners Life onboarded Special Group as its integrated advertising and strategic partner in 2019. The partnership has since seen further development and implementation of Partners Life’s award-winning ‘Get Life Right’ brand platform that disrupts conventional routes of marketing life and health insurance.

Heath Lowe, Executive Design Director and Special co-founder, adds: “A brand’s identity is critical to consumer perception and sets the standard for how a business operates. It’s exciting to work together with Partners Life, to help express their business leadership, looking ever forward to a future of reinvention and innovation”.

After a decade of innovation and leadership, Partners Life has transformed from a start-up to the second-largest life and health insurer in New Zealand.

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