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Preferred Mutual: Corporate Rebranding

A better, more personalized approach to insurance—that’s Preferred.


Preferred Mutual Insurance came to Mower for a new brand identity—a true reflection of their people, their agents and the policyholders who depend on them most. This new brand would also need to stand out among some of the industry’s biggest players, who tout everything from savings to service to expertise. And, we wanted to talk about those benefits, too. After all, with more than 100 years in the insurance business, Preferred Mutual delivers on all those promises and more.


Property and casualty insurance is largely a commodity. Yet consumers are faced with dozens of choices and claims that can be overwhelming and difficult to sort through. But when a brand can use a personalized approach to help consumers understand their options, they will see how that brand can help protect their future with better people, better advice and better decision making.


Mower took Preferred Mutual through our proprietary Affinity™ framework, including a series of discovery sessions used to determine their most compelling, differentiating and sustainable advantages. Through personal development, in-depth interviews, market perception studies, brand audits and workshops, we identified Preferred Mutual as the confident choice. That’s because they offer a better, more personalized approach to insurance. And we call it Live Assured.


Through insightful research and innovative thinking, we helped transform Preferred Mutual’s identity in the market. With a new tagline, logo, and brand identity, the company now positions itself as the preferred choice among its agents and policyholders.

Next, Mower totally redesigned and rebuilt Preferred Mutual’s website. This new responsive site also integrates seamlessly with two of Preferred’s proprietary systems. First, their “My Preferred” customer portal—a gated section for customers who want to pay bills online and get claims information. And second, their agent portal—a section for agents who want to generate quotes and manage their customers’ renewals and claims.

At Preferred Mutual, they have a saying that insurance is more than just a policy, it’s a promise. And this new brand is delivering on that promise.

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