“Sowing The Seed”

New Identities, New Markets


Project Summary

An established, reputable B2C insurance broker looking for a modern brand identity incorporating a logo and brand literature.  They also needed a brand identity and literature for a new B2B sister company Land Based Underwriters ready for launching to the market of nationwide brokers.


We were delighted to then be asked to repeat the process for a brand new online company “My Farm Insurance” focusing on smallholder insurance.

The Strategy – F&G

The ethos of Farm & General is that they are there for you, your local friendly farm insurance broker, in all weathers, all seasons, through the good times and the bad times.

With this in mind, we opted for a leaf shaped logo with vibrant colours that represented all of the changing seasons. We also provided a simplified version for printing onto merchandise for show giveaways.

We prepared numerous magazine adverts for farming publications and information sheets to send to their clients.

Google CSB stats
F&G Literature
show banner
mag article
Livestock Straying poster
Magazine Article

The Strategy – LBU

As Land Based Underwriters were largely focusing on environmental insurances, we opted for blues and greens in the logo to represent the earth, air and water.  The style was simple yet eye catching and distinctive.

We’ll let you interpret the shape but we believe it can represent a wing, a wave and a flower all in one.

We also developed a brochure to be used as an education aid for LBU’s brokers together with flyers that could be white labelled.

Google CSB stats
LBU Literature

The Strategy – My Farm Insurance

The new company would be primarily an online self-binding insurance offering for smallholders.  They needed a logo and assets for use at shows and in nationwide magazines to promote the brand and gain peole’s interest.

We opted for a more relaxed approachable branding that would appeal to the heart of their target audience.

MFI Logo
MFI ad

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