Imedi L has unveiled its updated brand strategy and visual identity. Customer-tailored insurance products are now available in all directions

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The insurance company Imedi L is 30 years old and offers its customers a renewed brand concept.

Over the course of its 30-year history, Imedi L has offered its customers a number of innovations in both products and services. Over the years, Imedi L has significantly contributed to the development of the health insurance industry and acted by taking into account the needs of its customers. Over time, it became necessary to adjust the brand style and visuals to align with today's existing customers. Therefore, it was decided to develop an updated brand identity and strategy.

Imedi L has historically focused on offering convenient and necessary solutions to its customers. However, as part of its renewed strategy, it has added maximum personalization, empathy, and greater individualism to the existing core.

Nino Kuprashvili worked on the brand's updated strategy and Giorgi Bokhua worked on the visual identity.

Imedi L is a partner that offers people the best possible customization according to the needs they actually have. The brand's main goal is to offer customers exactly the products and services that will create real value for them.

"Analyzing people's daily, real needs and offering them reasonable solutions is the main goal of Imedi L's updated strategy.

Due to people's different lifestyles, they need individual and customized care. Our everyday life often does not follow the rules, and therefore standard solutions do not help us. That is why we decided to protect our customers exactly as they need it.

Our goal is to help people find and implement real and practical solutions." - Nina Jankowska, Director of the Marketing and Communication Department.

For years, Imedi L has been a company that protected people from all health-related risks. Under the renewed brand, Imedi L insures not only health but also any property-related risks. The brand offers customers a complete ecosystem of protection - any type of insurance, tailored to their lifestyle and needs.

Imedi L stands by people at every stage of life, be it confusion, sudden changes, joy, or fear. Any emotion and any life adventure requires loyal protection, which Imedi L offers to its customers.

"We can proudly say that Imedi L is an insurance company whose main value is not only financial support but also support. Support when life moves to a new, more interesting stage, and support when everything suddenly changes.

The brand's goal is to create for consumers not only financial security but also a better life, in which a person will not go through any important stage alone.

We offer our policyholders personalized protection, tailored to the exact needs of any type of customer. This is where our new slogan comes from - Insurance that fits you." - Nina Jankowska, Director of Marketing and Communications Department.

Nino Kuprashvili: "Imedi L" rebranding is not only a new identity but a new strategy that is truly thoughtful and tailored to the company's current situation, created by maximally considering the brand's strengths and real character. The task of the new platform is to establish insurance as an everyday, easily available product, and Imedi L as a brand that acknowledges and appreciates people's differences and understands these differences by offering necessary products to customers in every possible situation.

Imedi L is a real, practical partner that understands each user well, knows insurance, and offers specific solutions according to the user's life rules. At the same time, the brand creates an insurance ecosystem that will offer each person complete protection tailored specifically to them.

Exactly this approach - adaptation to human real-life everyday situations, and not only crisis moments - will set us apart and give us the power to make insurance closer and simpler for people."

Giorgi Bokhua: "When working on the visual identity, we had two options: the logo could either be a wordmark—where the brand name is represented through typography—or a symbol-based logo.

Since the letter L in Imedi L could serve as a symbolic element in a visual context, we chose not to introduce additional symbolism. Instead, we developed a wordmark in which the "L" is slightly stylized. We also created custom typography for the brand name in both Georgian and English.

For the color palette, we selected Matisse Blue as the brand's primary color—an evocative shade used by Henri Matisse in his collages and lithographs. This color captures both the brand's corporate nature and its human touch.

The secondary colors consist of a saturated palette that brings a modern, cheerful, and memorable presence to the digital space."

As part of the renewed brand, a video clip was produced that emphasizes the brand's main idea - customization as the customer needs it. The video was prepared by the creative agency Livingston.