Partners Life celebrates a decade with a new brand transformation via Special Group

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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.

Says Tina Morgan, general manager of marketing at Partners Life: “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 touch- points 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.

Says Heath Lowe, executive design director and Special co-founder: “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.”

Partners Life opened its doors in 2011 with an ambition to provide Kiwis with the best life and health insurance experience. 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 whilst staying true to its vision and remaining 100% Kiwi operated.

2021 has seen Special Group celebrate unprecedented recognition for an independent New Zealand advertising agency. Most recently it was awarded most effective agency in Asia-Pacific in the Effie Awards. Earlier, it was picked as best creative agency in the world by prestigious UK publication Campaign – beating multinational agencies in the likes of New York, London and Amsterdam.

Partners Life celebrates a decade with a new brand transformation via Special Group