The brand’s strategy includes a campaign, produced by Balma, with films for digital platforms and radio
Alice presented a new visual identity to refine the brand, which does not change the institutional concept of “health as it should be”, dialoguing with the company’s success and inviting people to reflect on what should be expected from a health plan.
In addition to updating the logo, which is now more modern and mature, other changes include adjustments to the tone of voice and adding the HR universe to the company’s narrative. “We are very proud of the product and the brand we have built so far; it is no wonder that our essence remains unchanged. What we are looking for now, in addition to refining some details, is to expand our concept of ‘health as it should be’ to also connect with HR departments who are looking for different solutions for their employees”, explains André Florence, co-founder and CEO of Alice.
In line with the new visual identity, the brand also launched a campaign called “How it should be”, produced by Balma, which has three films, aimed at HR and members.
The narrative revolves around situations that compare the before and after of different actions, such as listening to music, calling a taxi, ordering food and having relationships. This is applied to the corporate world by illustrating how HR work has also changed. With this, the operator seeks to generate reflections on what is expected of health plans and how an evolution already exists today.
The films will be broadcast on digital platforms such as YouTube, Meta and LinkedIn, as well as radio advertisements.
