Visual Brand Identity & Collateral for Boston Mutual
Family Matters, No Matter What.® And we love having the Boston Mutual team as part of ours.
Consistency is Key
We were excited to partner with Boston Mutual Life Insurance to refine their brand style and update their brand guidelines. We then updated all marketing collateral for a fresh, consistent look and feel. Their brand attributes were used as the basis for all designs and are an important common thread to all materials.
We continue to partner with Boston Mutual on a daily basis to help them with a wide variety of ongoing marketing projects.
An important part of branding is to give clear usage guidelines so the design can be applied both internally and externally and still feel consistent. When your audience interacts with your brand, consistency is key because it reinforces that emotional brand connection that will help drive loyalty and shape the brand’s reputation.
Printed and Digital Annual Report
Our first major project together was the printed and digital annual report for a milestone year in the company’s history. In celebration of their 125th anniversary, we established a theme, The People Behind You, that was carried throughout the report design and copy. As a way to highlight the forward-thinking principles, we developed an intro video that was used in the digital report—a website that included interactivity and animation to bring the Boston Mutual report content to life.
Boston Mutual was looking for a way to feature all of their charitable and community activities. This educational brochure explains the focus of their corporate citizenship program called “Making an Impact”. It communicates the many ways they engage with their policyholders, employees, and producer partners to support those in need.
Keeping employees informed about everything going on at Boston Mutual via corporate communications is very important. We established a new template design for their monthly newsletter so that all of the important, fun, and exciting information can be easily distributed to the entire organization.
Social Media Content Creation & Management
A strong consistent social presence is a key goal of the Boston Mutual team. When they decided to grow this part of their marketing strategy, they came to us for help. Over the last few years we have focused their social content on showing a variety of brand-building posts plus helpful informational posts that showcase the values Boston Mutual holds. From customer testimonials to insurance statistics, we have created a style that can be applied to both organic and paid social content.
As Boston Mutual expanded their advertising strategy to new geographic locations, as well as audience types, we were able to build campaigns that spoke directly to the customer while reinforcing the brand and driving users to action.
Protecting those you go home to
This campaign pivoted from the primary B2B communications to focus on a direct-to-consumer message. Emphasizing the reasons one would buy life insurance through an emotional headline, we reinforced the brand promise with happy, family-focused visuals. The world is unpredictable, leading us to craft this campaign that exudes confidence in being THE source for products offering financial protection—because financial protection leads to peace of mind.
LinkedIn Paid Advertising
LinkedIn has been the main focus for B2B paid advertising campaigns, as Boston Mutual’s largest social community. The paid ads continue to get great engagement and help strengthen brand awareness with distributors and the insurance community.
GRAPHICS THAT CONNECT
Boston Mutual has trusted us with so much of their visual representation. After years of partnership, we are able to recommend strategic changes that build off the work we have done, evolving to keep the brand fresh and approachable.
We have a long-standing relationship with Jackrabbit Design and we love working with all of you. You are such a natural extension of our team. We appreciate all the great work you do – thank you for everything!