Creating a single, clear brand for a growing market


The problem

As Employers Mutual Limited expanded into new markets and increased its service offerings, the workers compensation specialist needed help to articulate what it is that it does and why and clear up the confusion around the company name. For regulatory reasons, EML was known as EML in Victoria, Employers Mutual Limited in New South Wales and Employers Mutual South Australia in South Australia. To complicate matters further, Employers Mutual Limited has sub-brands for its offerings for specific industry sectors, such as Hospitality Employers Mutual and Managed Funds. The client needed to create a clear, consistent brand message to be used nationally to help improve pitch success rates, reduce confusion about the parent and sub-brands and increase trust in the company.

The strategy

We held a series of meetings and workshops with EML to enable us to create a brand strategy and hierarchy that would help clarify its position in the market and explain its purpose.


EML logo


The solution

We concluded that we needed to position EML as the parent, consolidate the sub-brands and provide the organisation with a unified brand identity. This involved creating a new logo, corporate stationery, brand guidelines, website, a suite of brochures, and a video to launch the new brand to employees.



The success

The new EML branding clearly helps to communicate the company’s prime message: we help people get their lives back – and provides assurance for partner life insurance companies that it can help cut costs, mitigate risks and support revenue generation.


EML logo