Foresters has been traditionally known for its funeral investment bonds but also offers several other investment bonds that can benefit a much broader investor market.
However, Foresters had low awareness outside of its traditional member base. The brand was also looking dated and largely undifferentiated from other financial services.
With a new business strategy and ambitious growth targets, the brand needed to transform to present a bold and discerning proposition that could shake up the category and appeal to new audiences.
Partnering with the leadership team and Board, we helped Foresters align their business and brand strategy. The new strategic brand proposition now provides a clear framework for Foresters to achieve their business ambition and present a compelling offer to individuals, families, and trusted advisers.
The brand platform has been completely overhauled to support the new vision and appeal to the new target audiences. This included the definition of new values and a belief system to guide and shape the employee culture.
At the heart is a new brand promise of ‘Empowering prosperity, protecting legacies’. Leveraging heritage yet firmly focused on the future, this is a purposeful differentiator that is compelling for both internal and external audiences. The promise is supported by four brand pillars and messaging that showcase the brand’s difference.
The new visual identity leverages the brand’s heritage to create a forward-thinking and discerning brand. The new logo is inspired by the original crest and iconography used by the founders in 1849.
Reimagining a traditional shield and stag horns, we’ve created a stunning new brand icon. Stylised horns grow out of the shield to represent protection, growth, and prosperity. This is paired with a crafted font that feels established yet modern and sophisticated.
The colour palette combines cool greys with aspirational family imagery to complete the discerning look. The deliberately minimalist visual language demands a considered and elegant application and development of appropriate brand assets.