Shepherds Friendly has unveiled a new brand identity and website.

The friendly society’s look and new website have been designed with simplicity at the core.

As part of the new brand identity, Shepherds Friendly has unveiled 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 friendly society’s name will remain unchanged.

Shepherds Friendly offers “straightforward” insurance and savings products which suit a variety of consumer needs.

Its member-led approach has been instrumental in the launch of a new brand identity; Shepherds Friendly reviewed over 2,000 pieces of member feedback from reviews and focus groups to inform the project.

Ann-Marie O’Dea, CEO at Shepherds Friendly, said: “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. Our new brand identity stands us in good stead to continue providing a great service to our members, and also our intermediaries, for the next 194 years and beyond. It’s also the perfect launchpad for the plans we have in place to make their journey with us even better.”