Cash plan provider Sovereign Health Care has worked with Yorkshire agency Ponderosa on a new brand identity and website.

Bradford-based Sovereign, which recorded revenues of £10.5m in the year to December 2015, embarked upon the revamp to expand its reach in key target markets and regions.

Prior to delivering the project, Otley-based Ponderosa interviewed Sovereign’s staff and customers to understand what the company did well, what it stands for and how it is perceived.

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Russ Piper, Sovereign Health Care’s chief executive, said: “Sovereign Health Care is a principled, down to earth organisation with a strong heritage and we want to communicate these attributes. Our website is an important a tool to help us do this as well as educate people about what a cash plan is and how they make everyday health care more affordable.”

The resulting site includes a family of illustrated characters to help communicate the relevance of Sovereign Health Care’s cash plans to a variety of audiences.

Richard Midgley, group planning director of Ponderosa, said: “Sovereign gave us full access, meaning we have used our brand planning process to unearth real insight that we have made come alive creatively, both on and off line.”

Ponderosa also works with the likes of Crabbie’s, SuperBreak and StanJames.com.