Specialist protection provider Shepherds Friendly has unveiled a new brand identity and website.
A spokesman for the friendly society said its look and new website have been designed with simplicity at the core.
It is now using the strapline: ‘Straightforward personal finance.’
The provider has also developed new marketing materials and an updated website for advisers and members with a revamped visual identity. The friendly society’s name will remain unchanged.
Ann-Marie O’Dea, CEO at Shepherds Friendly, said: “We have a long heritage and yet we have a thoroughly modern and ethical approach to serving our members. Our rebrand is more than just a new look; it represents what we stand for and is the next big step in what is a wider project to add more value for new and existing members alike. We believe in the mutual society ethos, which means we are responsible to our members and their advisers, but we want to make this even more relevant for today’s consumer. And we very much believe in the power of keeping things simple.”