HD Mutual – Brand Language + Copywriting, 2024

HD Mutual is an industry leading mutual insurance company, offering coverage for residential, commercial, and rural properties. On January 1st, 2024, Halwell Mutual and Dumfries Mutual united to form Halwell Dumfries Mutual Insurance Company. 

This merger created a need for revamped brand language to better represent the nee iteration of the joint company. Estelle was sourced to curate strategic copywriting, including: 
- Brand Story 
- Mission Statement
- Vision Statement
- Value Statements

Cultivate cohesive, compelling and meaningful brand language that will help (re)establish HD Mutual:telling a story of commitment, growth, and direction of this new company.

Through an in-depth exploration of the full array of mutual insurance companies in Ontario, Estelle established an understanding of industry standards and expectations.

Taking this knowledge into consideration, coupled with culture, brand, and legacy guidelines from Halwell Mutual, Dumfries Mutual, and Halwell Dumfries Mutual Insurance company, Estelle established an updated set of statements that reflects the new, amalgamated company strategy and goals.

Capturing the 'people-first' nature of HD Mutual, Estelle cultivated cohesive, compelling, and meaningful brand language to inspire both internal HD Mutual team members, and speak aspirationally to current and potential future policyholders.