The Prison Officers’ Medical Aid Society
Project overview
The Prison Officers’ Medical Aid Society (POMAS) provides tailored health insurance to Irish prison officers and their families. Ranked in the top 3% of health insurance plans, they provide exceptional cover across all private hospitals and for everyday medical expenses. Founded in 1981, they are a not-for-profit society, managed by an independent team of qualified professionals and governed by a dedicated committee of member representatives.
We were introduced to them in 2023 by a mutual contact. They needed someone to refresh their branding, marketing and website. There had been so many changes in their industry in recent years that they needed to ‘up their game’ to remain relevant and in-touch with their members. It was great working with them, and the result is a testament to the creativity and collaboration of both parties.
Why refresh the brand?
- Members today have lots of choice (Vhi, Laya, Aviva etc.)
- First impressions matter — especially online
- A modern brand builds trust, credibility and confidence
- Staying current keeps POMAS relevant and competitive
What we set out to do
- Honour the heritage and values of POMAS
- Modernise the identity to feel fresh and future-ready
- Streamline how information is presented
- Ensure POMAS stands confidently among its peers
Refreshed Logo and Identity
- An evolution, not a replacement
- Cleaner, clearer, and stronger in digital environments
- Designed to appeal to new and existing members alike
In the client's own words
“We worked with the Passion team to develop a more modern website for our Members. Updating the site, improving navigation, giving it a fresher look, and making it easier for our Members and their families were key priorities, and Passion led us throughout the project. Their expertise and collaborative approach led to a very successful launch of our website and we have received very positive feedback from our membership.”
Henrietta Kearney - Manager – POMAS
