It’s one thing to successfully revitalise and launch a trusted and established, 180 year old brand to the South African and African public… but add to that all of Mutual & Federal’s employees, shareholders, intermediaries and brokers, and you’re looking at one seriously comprehensive and fully integrated brand campaign. That’s what we promised Mutual & Federal when we were appointed to handle the brand refresh – and that’s exactly what we delivered.


From a new brand identity to all facets of internal and external communications, we developed and implemented messaging focussed around the role of the broker as a partner in protecting people’s financial well-being and goals. The shift in perception of short-term insurance from just another grudge purchase to a necessary investment, was also brought to life via a new strapline (“Protecting what’s important to you. Since 1831”) which is designed to differentiate through the brand’s proud heritage too.

Of paramount importance throughout the refresh journey, was the consideration of every aspect of the long-established brand; the result of which is clearly visible in its repositioning and offering to the South African and African market.



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