Shepherds Friendly

A modern brand identity for a 200 year-old mutual.

Deliverables:

  • Stakeholder research
  • Brand strategy
  • Brand identity
  • Internal activation
  • Website

Shepherds Friendly, a mutual financial services provider with roots dating back to 1826, sought to modernise their brand without losing the heritage and trust built over nearly two centuries. We embarked on a full-scale rebrand to refresh their identity, better align with evolving consumer expectations, and maintain their reputation for outstanding service.

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Shepherds Friendly, a mutual financial services provider founded in 1826, serves members across the UK. Specialising in savings plans, ISAs, income protection, and whole of life insurance, they’ve built a legacy of trust and reliability. But in a rapidly evolving world, even a brand with nearly two centuries of history needs to adapt.

Shepherds Friendly recognised the need to modernise their brand identity to align with strategic business goals. The challenge was how to evolve without losing the brand equity built over generations. How could they retain loyal members while attracting new ones in an increasingly digital, fast-paced environment?

Research showed that while brand awareness was growing, Shepherds Friendly was still perceived by some as small and slightly outdated. This didn’t align with their advanced technology platforms, which were designed to compete with FinTech leaders. The task was clear: modernise the brand while preserving the heritage and values that had defined them for nearly 200 years.

Shepherds Friendly website on laptop
Shepherds Friendly website on phone screens

Direction

Audience research showed that the most important factors were brand, price, quality and service – in that order. The brand project was business critical.

Despite a high member satisfaction rate—reflected in an NPS consistently above 70 and customer satisfaction scores over 9/10—it was clear that the brand identity needed to better communicate these strengths.

Shepherds Friendly was trusted for its personal touch and outstanding service, a direct reflection of their mutuality, where members’ interests are central to all decisions. To thrive in a competitive market, Shepherds needed a brand that not only communicated these qualities but also resonated with modern consumers. We began with in-depth research, conducting interviews with colleagues, members, and intermediaries. What became clear, and qualified further in our brand workshops, was that Shepherds had retained a genuine, meaningful brand purpose. The principles of mutuality, built into their DNA, had never wavered. Not since 1826.

Shepherds Friendly brand book

The breakthrough idea

We developed a powerful new brand idea: Because everyone can benefit. This concept encapsulated Shepherds Friendly’s inclusive and compassionate ethos and aligned with their mission as a modern mutual—owned by members, returning profits to them, and prioritising their best interests.

To bring this idea to life, we crafted a new brand DNA that included refreshed values, a defined personality, and a proposition that closely aligned with the experience of being a Shepherds Friendly member. Simplicity became the cornerstone of the new brand essence—an antidote to the often complex and jargon-heavy world of finance.

Visually, we moved away from the financial sector’s typically clichéd imagery and complex language. We introduced a unique illustration style that offered a friendly, straightforward tone—distinctive and modern, yet deeply rooted in Shepherds Friendly’s values. This new visual identity and tone of voice were applied consistently across all touch-points, creating a cohesive and engaging brand experience.

The breakthrough result

Shepherds Friendly didn’t just receive a new look; they gained a brand identity that honours their past while confidently positioning them for the future—a brand ready to thrive in the 21st century, rooted in values that have guided them since 1826.

Income growth:
22% increase in revenue

Member growth:
27% member increase

Transform Awards Europe Winner 2022:
Best brand identity in the financial sector

Shepherds friendly adverts

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, so we’ve brought to life our refreshed brand purpose. And we very much believe in the power of keeping things simple. We’ve chosen to focus on simplicity as the essence of our brand because that was a recurring theme when members told us what they liked about Shepherds Friendly. So, we’ve listened to them and have given this idea centre stage by making simplicity our new promise to members.


Ann-Marie O’Dea
Chief executive officer, Shepherds Friendly