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Church Mutual

The power of longtime client relationships

We developed the “Deeply Rooted” campaign and collateral for Church Mutual’s 125th anniversary.

The Challenge

Create a campaign celebrating Church Mutual’s legacy that also addresses its current ventures and plans for the future.

The Solution

Lean on our longstanding relationship with Church Mutual and existing knowledge of its people, values, and brand to create “Deeply Rooted:” A campaign that uses tree imagery to turn two opposing focus points into one cohesive concept.

The Outcome

A brand campaign and corresponding collateral that appeals to audiences across employee, customer, and community stakeholder groups.


In the leadup to Church Mutual’s 125th anniversary, its marketing team came to us to create a reflective-yet-inspiring campaign that would honor its longtime mission to protect the greater good, while sharing current and future endeavors with its audiences. In addition to the religious organizations and buildings it insures, this campaign would reach employees and community members of Merrill, Wisconsin — the city where Church Mutual has operated since the 1800s.

Our work

Church Mutual came to us with the tagline “125 Years Young” — but during our discovery process with CM employees, we started thinking about even more concepts that could combine a celebration of the past with a look into the future. Our decade of work with Church Mutual meant we knew its brand inside and out — so developing a campaign that accurately reflected its history, values, and goals came naturally to our team. We pitched “Deeply Rooted” as a way to bring past- and future-centered messages together into one campaign that is relevant in the present.

During the past 125 years, Church Mutual has established deep roots — in our industry, in our communities, and with our people. Those deep roots have allowed the company to grow tall, to branch out in new and unexpected directions, and, most importantly, to provide an unparalleled canopy of coverage for our customers.

This mark shows how deeply those roots have grown and the steadying lifeforce they provide our organization. The branches indicate the varied ways our products and services have flourished over 125 years, and the multicolored leaves suggest new kinds of growth and regeneration that continues even today (and they give a nod to our history with an abstracted stained glass motif).

We’ve utilized the trunk of the tree as a canvas for an allusion to the spire and the red banner is our take on a typical “ribbon” design that many companies use in milestone visuals. Finally, the mark is anchored by the words “Deeply Rooted” to give our people a sense of purpose and attachment to this important commemoration.

The campaign and tagline came to life on window decals and signposts Church Mutual placed around Merrill, and in digital media across the Church Mutual family of insurance companies’ websites.

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