Our Work

2x Website Sessions and 490% LinkedIn Growth Following Security Mutual’s Rebrand.

Services Provided.

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Strategy

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Brand Development

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Website Design

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Graphic Design

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Social Media

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Public Relations

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Photography & Video Production

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Articles & Blogs

The Challenge.

Security Mutual Insurance Co. is a legacy mutual insurance company built on trust, education, and long-standing relationships with more than 400 independent agents. While the organization had strong brand equity and deep industry credibility, its marketing infrastructure had not evolved at the same pace as the business.

Security Mutual lacked a modern, unified brand identity across its three entities, consistent digital presence aligned with today’s expectations, scalable website designed for clarity and growth, measurable analytics foundation to inform decision-making, and cohesive content strategy to support agents and reinforce thought leadership.

The Solution.

Brandmint partnered with Security Mutual beginning in early 2022 to deliver a long-term, phased strategy focused on foundational consistency, scalable growth, and measurable performance. Our work centered on modernizing the brand, establishing digital infrastructure, launching new channels, and positioning Security Mutual as a trusted thought leader for independent agents and industry partners.

Rather than approaching this as a one-time project, Brandmint implemented a sustainable marketing system designed to evolve alongside the organization.

Strategy.

Brandmint began with a comprehensive audit of Security Mutual’s communications, brand legacy, digital footprint, and internal alignment. This discovery phase revealed clear gaps and opportunities, informing a long-term roadmap focused on:

Brand awareness and clarity
Agent-first education and resources
Thought leadership within the insurance industry
Measurable performance and reporting

The strategy emphasized optimization over time, ensuring each phase built on the last.

Brand Development.

We led the development and launch of a comprehensive new brand identity designed to modernize Security Mutual while preserving its legacy and trust. The concept evolved from their previous branding, shifting from the idea of a torch to an eternal flame, inspired by the Olympic flame. This symbol represents continuity, protection, and stewardship, much like insurance underwriters who safeguard policies and ensure stability when it’s needed most. The flame signifies something carefully tended over time by trusted hands, reinforcing Security Mutual’s role as a long-standing, reliable partner.

This work included new logos, color palettes, and typography for Security Mutual Group, Security Mutual Insurance Company, and Security Cooperative Insurance Company. We refined brand messaging and positioning across all entities, introduced a consistent visual and verbal identity across channels, and created detailed brand guidelines to support long-term consistency. The result was a cohesive, differentiated brand system that honors Security Mutual’s heritage while positioning it for modern marketing, digital, and internal use.

Website Design.

Following the rebrand, Brandmint prioritized a complete website redesign to align with the updated brand and support long-term scalability. This phase included strategic site mapping focused on clarity and user experience, SEO best practices and structured content development, design and launch of a fully branded, responsive website, and implementation of Google Analytics 4 for the first time.

The website launch in June 2024 marked Security Mutual’s transition from a static HTML site to a performance-driven digital foundation with measurable insights.

View Website

Graphic Design.

Brandmint developed consistent creative assets to support agent marketing and internal communications, including:

Branded brochures and informational resources
Agent-facing materials designed for easy sharing and reuse
Social media posts
Visual systems aligned with the new brand guidelines

These assets ensured agents had modern, professional tools that reflected Security Mutual’s credibility and expertise.

Social Media.

We built Security Mutual’s social presence from the ground up, launching Facebook and LinkedIn alongside the rebrand. This rollout included:

Channel creation and profile optimization
Defined content pillars, tone of voice, and posting cadence
Branded templates and recurring formats
Agent and employee spotlights
Educational and industry-focused content
Community sponsorship and event coverage

Social channels became a key tool for agent support, thought leadership, and brand visibility.

Public Relations.

From the start of the partnership, we provided ongoing public relations support focused on visibility, credibility, and community presence, which reinforced Security Mutual’s reputation as a trusted, people-first insurance organization. Efforts included:

Press releases highlighting employee hires, anniversaries, and milestones
Industry-focused thought leadership pitches
Coverage of philanthropic initiatives and community involvement
Event and sponsorship promotion

Photo & Video Production.

Photo and video production evolved from event-based coverage into a core marketing pillar, which included:

Annual golf tournament coverage
Agent and employee testimonial videos
In-office production days capturing team collaboration and culture
Visual assets used across the website, social media, and marketing materials

Blogs.

To support Security Mutual’s educational mission, Brandmint developed ongoing blog and article content focused on agent education and growth, industry insights and best practices, and consumer-focused insurance guidance.

Top-performing articles which created long-term organic value and shareable tools for agents included:

View Blogs

Impact.

239K website sessions year over year, with improved engagement rate and longer average session duration
490% growth in LinkedIn impressions and 1,724% increase in clicks, strengthening industry visibility and thought leadership
224% increase in referral traffic driven by public relations and earned media efforts
Comprehensive brand identity launched across three Security Mutual entities with supporting brand guidelines
High-quality creative, video, and photography assets produced to support agents, employees, and marketing initiatives
Centralized analytics and reporting infrastructure established to enable ongoing, data-driven optimization

Client Review

They demonstrate such dedication.

“We have so much gratitude for our partnership. The team at Brandmint is a pleasure to work with and they demonstrate such dedication towards our needs and go the extra mile. The effort and enthusiasm the Brandmint team brings to the table is commendable and very valued by Security Mutual. We truly appreciate the partnership!”

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