Medibank, one of Australia’s largest health insurers, has a large and highly productive marketing team. Given the company’s expansion, the team recognized they needed a cohesive way to manage their digital assets, creative workflow and regulatory needs. 

As a solution, Medibank created an IntelligenceBank brand portal they have dubbed ‘XHub’ (short for ‘Experience Hub’). XHub is a centralized portal where approved assets are easy to find and share. The inspiration behind the design of the brand portal design came from a deep connection to their brand identity. 

The architecture was driven by three key inspirations: 1) Simplicity: ensure the team is creative, not admin-focused, with a design that facilitates quick, efficient operations while still meeting compliance and operational needs; 2) Accountability: Empower people to drive the process, rather than just follow it; 3) Transparency: Focus on clarity not just in actions, but in the whereabouts of the assets and signoffs, visualized in a way that simplifies compliance reporting and operational support.