Medibank was expanding its core business into health and wellbeing and was looking to differentiate its offer from insurance providers by giving its customers more value, choice and control. We aligned our design approach with Medibank’s core strategy; to deliver leading experiences that not only aim to create a more personalised and connected customer experience but also aspire to a more meaningful connection to the community. And, to truly empower the Medibank people to be their best within the new retail environment.

We delivered the aspirational and operating models for two tiers of retail formats, a “Discovery Store” which is Medibank’s flagship retail experience, and the “Home Store”; a retail design offering an array of new products and services.

We delivered both retail formats by challenging thinking with benchmark global best practices to drive and create the most innovative design solution. We engaged with Medibank stakeholder groups to start a conversation around wellbeing and sustainability and focused our design on producing a holistic and immersive experience that attracts, engages, and encourages return.

The Medibank ‘Store of the Future’ enables the client to shift their business model from a transactional to a consultative model which creates the opportunity for staff to better engage with customers. We did this by creating open consultative spaces that support different types of interactions, conversations and energy between Medibank people and customers.

Brand Guidelines

We then created a Brand Guideline Manual to inform the future delivery teams on the aspirational and functional needs of the message.

Connection to Country

peckvonhartel’s collaboration with Medibank went beyond retail design, aiming to create an authentic and profound connection to the community. By integrating local stories into the very fabric of the stores and partnering with Manapan Furniture, we established a tangible link to the Traditional Owners of the land. This deliberate narrative not only fostered trust and authenticity but also wove a deeper cultural context into Medibank’s retail presence. Our approach extended beyond mere design—it was about fostering engagement, sparking conversations, and instilling a heightened sense of trust through the stories we told within these spaces.

Designing to Budget

Moreover, our commitment to designing within budgetary constraints ensured not only the achievement of cost-effective solutions but also an ongoing, transparent control over expenditures. This collaborative effort aimed not just to transform Medibank’s retail environment into a health centric space but also to create an immersive experience that honoured community engagement and cultural context, thereby fostering a genuine connection to country and community.