EMA Helps Preferred Mutual Insurance Launch New Brand Identity

SYRACUSE, N.Y. Preferred Mutual Insurance today introduces its new brand identity and website, www.preferredmutual.com. The property and casualty insurance provider hired Eric Mower + Associates to lead the comprehensive brand development project.

EMA developed a full campaign platform, including a new logo, tagline, advertising and website. The agency also created new wall graphics at the client’s corporate headquarters in New Berlin, N.Y. This is Preferred Mutual’s first major rebrand in a decade.

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Preferred Mutual appeals to both the insured and insurance agents, who are often the ones to promote the brand to the end policyholder. To emphasize the value of Preferred Mutual to both audiences, EMA designed an updated logo and “Live Assured” tagline—both of which convey the confidence policyholders and agents feel when selecting Preferred Mutual.

The brand’s new logo, a modern, blue “mark of confidence,” illustrates the company as fluid, multidimensional and dynamic.

The “Live Assured” tagline summarizes all that the brand stands for— a simple commitment to policyholders that Preferred Mutual gives them the products, service and the confidence they need to Live Assured.

Imagery is also key in telling Preferred Mutual’s story and capturing the brand experience. The soft, vibrant, and visually engaging images of relaxed, at-ease customers reflect the benefits of living assured: stability, focus, collaboration, intelligence, and reliability.

Messaging communicates that Preferred Mutual’s product is the insurance for people who live confidently, seize the moment and prefer better.

EMA also created additional supporting assets including video, print and banner ads. Rich media and broadcast ads will launch later in 2015.

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“The new ‘Live Assured’ platform addresses a number of our brand’s unique benefits,” said Cristina Hatem, Corporate Communications Manager, at Preferred Mutual. “We are now better able to communicate the value that Preferred Mutual and its independent agents bring to our current and future policyholders, as well as reinforce to agents the integral role they play, encouraging their brand preference and promotion to policyholders.”

“The Preferred Mutual brand is more than a century old—and with good reason,” said Chris Steenstra, managing partner at EMA. “This is a solid brand and we are pleased to have created a platform that better communicates the trust and value that has made them a successful insurance carrier for so long.”

Preferred Mutual is represented by nearly 450 independent insurance agents in New York, New Jersey, New Hampshire and Massachusetts.

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