Lawyers Mutual Advertising Campaign

Business-to-Business Advertising Campaign

Advertising Campaign for Lawyers Mutual Insurance Company of Kentucky


Lawyers Mutual Advertising Campaign


Lawyers Mutual Insurance Company of Kentucky provides legal malpractice insurance to attorneys in Kentucky. They were in need of a fresh look and an advertising and branding campaign that set them apart from an increasingly competitive industry.


Since Lawyers Mutual is the only mutual insurance company founded by Kentucky lawyers serving Kentucky lawyers, a campaign was created playing on great people, events and things associated with Kentucky. The first three ads in the series alluded to great lawyers from Kentucky, boxing champions from Kentucky, and thoroughbred horses. Simply vignetted photo icons were used, placed on a textured paper background, along with traditional typography and simply rich navy blue conveyed traditional, steadfast values and stability.