Westfield Health

Rebrand & Positioning

Health insurance specialist Westfield Health had aspirations to lead the Health Cash Plans (HCP) market. Our mission was to reposition this long-established brand, making it relevant to today’s B2B and employee audiences, ultimately driving sales uplift and increasing brand share.


Westfield Health has been championing access to healthcare for the working population since 1919, long before the creation of the NHS was top of the post-war government’s ‘to do’ list. For almost a century, their sole purpose has been to provide working people with affordable health cover, always striving to do more for businesses and employees. Leveraging their ethical, innovative and not for profit business model therefore became our primary focus.


The creation of ‘Harder working health cover’ – a brand proposition that would create a new brand space and enable healthcare intermediaries and corporate clients to see Westfield Health as the dependable healthcare solution.


The brand was launched at the Employee Benefits Live conference via an award-winning interactive exhibition stand. A new visual identity was deployed across all communication touch points, including web, digital comms, advertising, brochure collateral, sales decks and workplace marketing tool-kits to enable education, engagement and easy sign up.

Through the rebrand project, the APS team not only provided first class creative work, but enabled us – and all our employees – in an inclusive process of brand development and rollout that has rallied everyone round our common cause, underpinned by our proud tradition.”


Head of Marketing, Westfield Health

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