In 1987, members of the Kentucky Bar Association came together to form a lawyer-centered alternative to the overpriced and underserved field of malpractice insurance. They believed Kentucky lawyers deserved more. The new organization would be run by and for Kentucky lawyers. In the decades since, Lawyers Mutual of Kentucky has provided unmatched support to small firms across the commonwealth. But since 1987, KBA membership has more than doubled. Among new members, awareness of Lawyers Mutual was low. We joined their team to help them connect with this new population of Kentucky lawyers.
With such a people-first organization, we knew it would be important to get face time with both insureds and board members — the organization’s greatest champions. First, we talked to insureds. Time and again, we listened as they expressed gratitude for the personal relationships fostered between staff and policyholders. We heard board members describe how the organization prides itself on investing in Kentucky lawyers through risk mitigation and continuing education opportunities. It was clear their value goes beyond coverage.
The identity we crafted focuses on this. The language is caring and direct. The tagline speaks to who they are and how they view their work: serving your practice as our own. The mark, inspired by the strength and stability of Grecian columns, is a beacon of trust and confidence. With an identity that feels both established and fresh, Lawyers Mutual is equipped to tell a story that resonates with a new generation of lawyers.