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Preferred Mutual: Rebrand

Build a brand that makes you feel assured—and preferred

Preferred Mutual 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.

Telling a compelling story is crucial to launching a new identity, so that's exactly what we did with this brand video.

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

At Preferred Mutual, they have a saying that insurance is more than just a policy, it’s a promise. So we set out to create a new brand that delivered on that promise. We call it Live Assured. It's a simple elegant way to communicate that Preferred Mutual not only delivers a better, more personalized approach to insurance—but also the stability and resources to deliver when it counts most. Expressing that unique mix of confidence and customer-centricity was an opportunity to appeal to the company's independent agents and policy holders.

Through a total brand revamp, including logo, tagline and website redesigns, Preferred Mutual was able to exude this new personality to its customers, while gaining ground in a competitive marketplace.

Work samples on various devices

Crafting a unified vision for the brand

Various print samples

Brand guidelines ensure the integrity of the new brand.

Outdoor billboard

Outdoor, paired with radio advertising, was essential to launching the brand in key markets.



Key brand as friend driver: caring

By developing a brand that showcases a legitimate devotion to the overall well-being of its customers and agents, Preferred Mutual creates a stronger, more meaningful relationships by helping them Live Assured.

About Brand as Friend Learn more about Brand as Friend >>

Artboard 1


Preferred Mutual






Advertising, Branding, Digital & Direct, Media Planning & Buying

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