AN OTLEY-BASED creative agency is developing a new brand identity for Sovereign Health Care.

Ponderosa has also been working with the cash plan provider, as it pushes for further expansion, on designing a new website.

The Otley firm has come up with the idea of using a family of illustrated characters to help highlight how Sovereign's services are relevant to a variety of audiences.

Ponderosa's Group Planning Director, Richard Midgley, said: "The whole team has enjoyed working with Sovereign on its new brand identity.

"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.

"On top of that, Sovereign is without doubt one of the most principled organisations we have ever worked with and we have enjoyed developing its brand."

Sovereign Health Care's Chief Executive, Russ Piper, added: "We are 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 work Ponderosa has done supports a lot of what we already knew.

"However, fresh eyes have used this information in a different way and looked at how we can communicate about ourselves and our cash plans better and broaden our appeal.

"The new characters help us to illustrate that our cash plans are for everyone, supporting the whole family at different life stages by helping them save money on health care costs."