Farmers Insurance 04

Engagement Summary

People helping people since 1895

For over 100 years, Farmers’ Mutual has been working with the agricultural community and has since become the largest policy-holder owned insurance company in Ontario. Farmers’ Mutual market now extends well beyond agri-business and answers the insurance needs of auto and home owners, and commercial operations.

Through challenging times, Farmers’ Mutual has demonstrated tenacity and an enterprising spirit – adapting their service offerings and demonstrating transparency to their shareholder/owners. It is with this sense of vision and the support of over 40,000 policy-holders, that Farmers’ Mutual sought to grow their client-base and to become better known for offering a complete range of insurance products.


Farmers’ Mutual engaged SUM Brand to conduct a brand/communications audit, in part to affirm their key markets for growth, as well as to deliver a revitalized and engaging brand based on the findings.

So, we started at the source – Farmers’ broker community. After conducting a series of interviews and gathering market evidence with key broker partners, we developed and launched the new Farmers’ brand – Live life. We’ve got you covered.

This renewed brand has been pivotal to reinforcing Farmers’ core values and re-routed their communications efforts to their growing public. Several products were created to support the brand and subsequent communications implementation including a new website, corporate materials package, their annual review publication and trade show POS.