A new brand identity has been launched by Shepherds Friendly as it takes its next steps to further enhance the customer journey for its members.

The friendly society was founded in 1826 and offers straightforward insurance and savings products.

Shepherds Friendly has created a new logo and strapline: ‘Straightforward personal finance.’ It has also developed new marketing materials and an updated website for advisers and members with a revamped visual identity.

The mutual reviewed over 2,000 pieces of member feedback from reviews and focus groups and the key theme that emerged was one of simplicity, which is integral to the new brand.

Shepherds Friendly chief executive officer Ann-Marie O’Dea says: “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, but we want to make this even more relevant for today’s consumer. And we very much believe in the power of keeping things simple.

“We’ve chosen to focus on simplicity because that was a recurring theme when members told us what they liked about Shepherds Friendly.

“Members said that the way we keep things simple was a real positive. So, we’ve listened to them and have given this idea centre stage by making simplicity our new promise to members.”

In the past 12 months, Shepherds Friendly has launched several member-centric initiatives which have been recognised with industry accolades. This includes gaining the 2020 Defaqto Gold Service Rating for its protection services and a Cover Customer Care Award for ‘Customer Care Above and Beyond’.

The society has also been ranked 21st out of 100 in the 2020 Sunday Times Best Not-For-Profit Organisations to Work For list.

Assured Futures commercial director Ian Sawyer comments: “This rebrand brings Shepherd’s Friendly’s image up to date at a time when friendly societies are becoming ever more relevant.

“The ramifications of Covid-19 mean that life may become tougher for the everyday person, so trustworthy and member-led societies have a big role to play in providing simple and easy-to-understand financial services that have the customer’s best interests at heart.”