Marketing one of the largest insurance groups globally

As a respected and well-established name within the health insurance industry, Howden wanted to modernise its brand positioning and sharpen its digital presence.

Howden needed help with Fireworx for their ongoing marketing communications across their main brand, as well as in revitalising one of their core health insurance brands – The Health Insurance Specialists.

With an established name, well known within the health insurance industry, the opportunity was to create a brand identity and communication that could build on their reputation, and take them forward with a new bold positioning.

The brief was to:

• Create a strong, distinctive brand identity that reinforces Howden’s reputation for expertise and trust.
• Deliver a campaign that would connect emotionally with consumers and redefine what being a “specialist” means in today’s health insurance market.
• Accelerate digital growth through social media, Google Ads (PPC), SEO, and GEO-targeted campaigns designed to reach audiences across key UK regions.

Using our proprietary F.W.X. model – Foresight, Working, and Xecution, Fireworx collaborated closely with Howden’s leadership team to deliver a complete communications strategy and implementation plan.

Creating a new logo identity and brand mark, using a contemporary mix of ‘muted vibrancy’, updated typeface and overall treatment, we also developed a new campaign focusing on what it means to be a ‘specialist’.

Fireworx produced a series of videos with scenarios showing the perspective of real customers and the things they were specialists in, from Dad dancing to sourdough baking or puzzles, injecting fun and humour alongside the core reason people choose to rely on the true health insurance specialists for one of the most important decisions they can make regarding their health needs.

Developing a new look SEO and GEO optimised website and quote journey, we are supporting Howden with their digital marketing campaigns as well as broader marketing communications.

Phase 1: Brand strategy & positioning

• Defined a clear brand hierarchy and value proposition for The Health Insurance Specialists.
• Created a new visual identity and logo system, using a design theme of muted vibrancy balancing professionalism with energy.
• Refreshed typography, imagery, and tone of voice to create a distinctive and consistent identity across channels.

Phase 2: Campaign development

• Developed the “What makes you a specialist?” creative platform positioning Howden as the go-to health insurance experts.
• Produced a series of video campaigns that captured real-life stories of customers, from sourdough bakers to puzzle pros celebrating individuality while linking back to Howden’s expertise in specialist health insurance.
• Infused humanity and humour to break category conventions and build brand affinity.

Phase 3: Digital marketing & performance

• Built a fully SEO and GEO-optimised website with an improved quote journey and stronger UX to increase lead conversion.
• Deployed targeted Google Ads and social media campaigns to drive qualified traffic and improve customer acquisition.
• Introduced localised SEO strategies to strengthen visibility in high-value geographic regions across the UK.
• Implemented ongoing CRO (Conversion Rate Optimisation) to refine performance and return on investment.

• Delivered a bold new positioning that modernised Howden’s health insurance brand.
• Increased search visibility and engagement across targeted regions and keywords.
• Strengthened consumer awareness and trust through emotionally resonant creative.
• Ongoing partnership for continuous digital performance and communications support.

“Fireworx’s creativity, planning, business acumen, digital capabilities and communication skills convinced us that they could significantly improve our marketing activity and support our growth.”

Mike Dalby,
Managing Director,
UK Consumer Life & Health, Howden Group