Based on this ambition, MetaDesign developed the brand strategy and brand identity for Assura with the brand purpose "Together for the essential". This purpose sums up the core of Assura - namely that Assura is committed to an efficient and sustainable healthcare system for all. In doing so, Assura motivates insured persons to consciously and selectively choose services. In return, Assura can offer its policyholders advantageous health insurance premiums.
The purpose forms the basis for the visual and verbal brand identity: the colour red, the characteristic font and the distinctive dot are a visual statement with a signal effect. The imagery portrays people who know what they want and shows real-life situations. The committed tonality with clear messages expresses Assura's ambition.