Forces Mutual

By Caroline Jacobsson

Brand Creation and Positioning

As a result of a merger, Forces Financial became Forces Mutual – one of the largest specialist insurers of the British forces. In collaboration with Foolproof we were asked to create the brand, with positioning work driving identity and web design.

Our research with personnel on base revealed that their needs were often misunderstood by ‘civi’ companies, and that the perceived unique strength of Forces Financial was its staff’s ability to really understand their needs (due to a workforce made up largely of veterans and people from military families.)

This lead to us positioning Forces Mutual as the financial ally to the armed forces, a thought which has influenced all aspects of design, communications and company culture.

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