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Foresters is a life insurance provider with a difference. They don't have stakeholders. They are a member-based, fraternal benefits organization that helps to champion the well-being of families and communities.

The strategy

Working with The Partners NYC, Foresters contemporary new brand was designed to reinforce and further communicate Foresters purpose: to enrich the lives of its members, their families and the communities where they live. The brand elements include a "brand device" (message statements which include "Foresters" and what they stand for as the primary message), brand voice, custom member photography, distinctive colours, and a refreshed logo.

The identity materials developed included everything from printed brochures to full sales kits and multi-media items such as employee videos, YouTube videos, and a corporate marketing.

"Celebrating our brand", a brand development video, was produced which includes interviews with Foresters CEO and others involved with Foresters or the brand. Watch the video here.

Together, the materials emphasize Foresters purpose in championing family well-being and strengthen their brand and presence in the marketplace.

Foresters new brand was recognized in the Rebrand 100 Global Awards Showcase in the same category as other great companies like Kellogs and HP.