CHU

Strengthening strata with a refreshed brand for CHU.

The Brief

Develop a comprehensive brand strategy to chart a path forward for the future of CHU as a leader in strata insurance.

CHU, Australia’s leading strata insurance underwriting agency, recognised the need to evolve its brand to better reflect its market leadership and the growing complexity of strata living in contemporary Australia.

Since its pioneering beginnings in 1978, CHU had built a reputation for reliability and expertise. However, with significant shifts in how Australians live – including the rise of community-owned properties and strata schemes – the business needed a new identity that would reflect not only its history but also its vision for the future.

 

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity

Fuller partnered with CHU to reposition it in a way that would modernise the brand and make it more emotionally resonant with a new generation of property owners and industry stakeholders.

At the heart of this brief was a challenge to transition the brand from being seen purely as an insurer, to being understood as a passionate protector and enabler of stronger, safer, more resilient strata communities.

To shape an effective brand strategy, Fuller led a multi-stage discovery process designed to surface both strategic insight and emotional truth.

This began with extensive research that combined both quantitative and qualitative methodologies. Surveys with lot owners revealed prevailing attitudes towards strata living, trust in providers, and expectations for service delivery. Net Promoter Score (NPS) research with brokers and strata managers added an additional layer of customer sentiment and helped to benchmark CHU’s existing brand perception in the marketplace.

In-depth focus groups were also conducted with direct buyers and small lot owners. These sessions brought a deeper emotional dimension to the research, revealing themes of protection, trust, and the importance of community in decision-making.

These insights informed a collaborative brand workshop, bringing CHU stakeholders together to align around a new purpose and positioning.

This foundation laid the groundwork for articulating CHU’s refreshed brand essence – built on the notion of “empowering healthier communities.” The brand platform clarified CHU’s position as not only a provider of insurance, but as a committed advocate for the strength and sustainability of strata living across Australia.

From these insights, Fuller developed a comprehensive brand strategy that reimagined CHU’s identity both visually and verbally.

Central to the solution was a new brand narrative that reframed the traditional Australian dream – once defined by a home on a quarter-acre block – into a modern vision of connected community living. This idea positioned CHU as a vital force in the transformation of strata from a practical necessity into a desirable lifestyle choice.

A bold new visual identity was introduced, centred around a dynamic logo made of two symbolic elements. The “foundation” shape represents strength, resilience, and dependability, while the “arc” stands for protection, innovation, and progress.

Together, they embody CHU’s role as a forward-thinking leader in safeguarding people and properties. A refreshed colour palette, inspired by the Australian landscape, reinforced these values.

Fern Green and Outback Night communicated vitality and stability, while secondary hues like Ocean Blue and Gumleaf Teal added approachability and modernity.

Complementing the visual design was a robust messaging system grounded in CHU’s core belief that “we don’t just insure buildings – we protect and strengthen communities.” Key messaging platforms expressed this idea with clarity and purpose, highlighting CHU’s expertise, human-centred service, and its role as a trusted advisor.

The tone of voice was designed to be confident yet compassionate – always professional, but never distant. Applications ranged from digital interfaces and signage to internal materials and customer communications, ensuring consistency and resonance at every brand touchpoint.

CHU’s refreshed brand officially launched on 1 July 2025, marking a significant milestone in its evolution.

The new brand was unveiled with a bold public statement that reflected the depth of its transformation: “CHU’s vision is to reimagine and fortify the Australian dream for all homeowners by transferring the same safety, resilience and sense of protection reserved for houses, to strata living.”

Internally, the rebrand inspired strong alignment among staff, creating clarity around the company’s mission and values. Externally, brokers, strata managers, and lot owners responded positively to the clarity and emotional resonance of the new brand positioning. The revitalised identity not only elevated CHU’s visual presence in the marketplace but also strengthened its reputation as a future-focused leader in the industry.

With a stronger platform in place, CHU is now more equipped than ever to lead the future of strata living – delivering trust, education, innovation, and protection to approximately a million Australian homes.