CHU
Strengthening strata with a refreshed brand for CHU.
Since its pioneering beginnings in 1978, CHU had built a reputation for reliability and expertise as Australia’s leading strata insurance underwriting agency.
But the way Australians live was changing. The rise of community-owned properties and strata schemes meant CHU needed a brand that reflected not only its history and market leadership, but its vision for the future of strata living.
Fuller was engaged to develop a comprehensive brand strategy and refreshed identity that would reposition CHU for a new generation of property owners and industry stakeholders.
Challenge
At the heart of the challenge was a shift in perception. CHU needed to move from being seen purely as an insurer to being understood as a passionate protector and enabler of stronger, safer and more resilient strata communities.
That meant finding a way to connect CHU’s expertise in insurance with the broader role it could play in supporting the people, properties and communities that make up contemporary strata living.
Discovery & Research
To shape an effective brand strategy, Fuller led a multi-stage discovery process designed to uncover both strategic insight and emotional truth.
Extensive quantitative and qualitative research explored attitudes towards strata living, trust in providers and expectations for service delivery.
Surveys with lot owners revealed how people viewed strata living and their relationships with providers, while Net Promoter Score research with brokers and strata managers provided an additional layer of customer sentiment and helped benchmark CHU’s existing brand perception.
In-depth focus groups with direct buyers and small lot owners then brought a deeper emotional dimension to the research, revealing themes of protection, trust and the importance of community in decision-making.
These insights were brought together in a collaborative brand workshop, where CHU stakeholders aligned around a new purpose and positioning.
Strategy
The research laid the foundation for a refreshed brand essence centred around the idea of “empowering healthier communities.”
This repositioned CHU as more than a provider of insurance. It established the brand as a committed advocate for the strength and sustainability of strata living across Australia.
A new brand narrative reframed the traditional Australian dream – once defined by a home on a quarter-acre block – into a modern vision of connected community living.
In doing so, CHU could play a role in transforming strata from a practical necessity into a desirable lifestyle choice.
Brand Identity
With the strategic foundations established, Fuller developed a comprehensive brand identity that brought CHU’s new position to life both visually and verbally.
At the centre of the new identity is a dynamic logo made from two symbolic elements.
The foundation represents strength, resilience and dependability, while the arc represents 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 Ocean Blue and Gumleaf Teal introduced greater approachability and modernity.
Messaging
The visual identity was complemented by a robust messaging system grounded in a simple belief:
“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 role as a trusted advisor.
The tone of voice was designed to be confident yet compassionate – professional, but never distant.
The resulting brand system was designed to work consistently across digital interfaces, signage, internal materials and customer communications.
Launch
CHU’s refreshed brand officially launched on 1 July 2025, marking a significant milestone in the organisation’s evolution.
The new brand was unveiled with a statement that reflected the depth of the transformation: CHU’s vision was to reimagine and fortify the Australian dream for homeowners by bringing the same safety, resilience and sense of protection associated with houses to strata living.
Internally, the rebrand created stronger alignment among staff, providing greater clarity around CHU’s mission and values.
Externally, the refreshed positioning provided brokers, strata managers and lot owners with a clearer understanding of CHU’s role and its future direction.
With a stronger brand platform in place, CHU is positioned to continue supporting the future of strata living – delivering trust, education, innovation and protection to approximately a million Australian homes.
