ÖKK focuses on new brand positioning with Ratatat
The Graubünden-based health insurance provider ÖKK is repositioning itself in the market with the tagline «Well Insured in Graubünden.» The campaign, developed by Ratatat, focuses on personal connection and clarity rather than price wars and interchangeability.
The health insurance market is increasingly characterized by comparability—standardized offerings, digitalization, and price pressure are shaping the landscape. In response, ÖKK is now making a deliberate statement: With a refined brand identity and the new guiding principle «Well Insured in Graubünden,» the Graubünden-based health insurance provider is positioning itself through proximity, guidance, and commitment.
Relationship, Not Product
Today, insurance is no longer viewed merely as a product, but as a relationship. In addition to accurate billing, customers expect, above all, clarity, quality service, and personalized support. As part of the ongoing development of its brand identity, ÖKK is consistently aligning its brand management with these priorities. The goal is to simplify complex content and processes and to help customers navigate the healthcare system.
Attitude, Not Geography
The new positioning is accompanied by a nationwide campaign. At its core is the idea that «Bündnerisch» is more than just a place of origin—it’s a mindset: simply good, fair, and solution-oriented.
The «Well Insured in Graubünden» campaign translates this approach into concrete everyday situations faced by policyholders and shows how ÖKK provides guidance—in a deliberately simplified, easy-to-understand way, without using typical insurance jargon. The campaign is being rolled out through digital channels, out-of-home advertising, and targeted initiatives in the regions.
A fresh look with clear symbolism
The central visual element is the redesigned logo. The «Ö» symbolizes the relationship between customers and ÖKK as equals. The lifeline, as a new design element, visualizes the moment when ÖKK stands by its customers’ side.
The visual style, tone, and messaging have also been revised—with the goal of making the content clearer and more accessible. With «Bündnerisch gut versichert,» ÖKK is consciously responding to a market in which many providers are barely distinguishable from one another. Instead of competing on price or additional services, the company is specifically focusing on clarity and a personal connection with customers as strategic differentiators.
Responsible at ÖKK: Patrick Eisenhut, Head of Communications; Nina Hänni, Campaign Specialist; Patricia Wassmer, Graphic and Design Specialist;, In charge at Ratatat: Torsten Maas, Copywriter, and Isabelle Hauser, Art Director, Responsible for film production: Show. Movie, Responsible for photo production: Gian Marco Castelberg
