This is what a Winning Case Looks Like: FLMIC’s Rebrand

Florida Lawyer Mutual Insurance Company Rebrand

Rebranding The Deliverables

Created by the Florida Bar in 1987, Florida Lawyers Mutual Insurance Company plays an important role in our state. It provides lawyers with indemnity and defense costs protection in connection with claims that may arise while providing professional services to a client. With over 75,000 lawyers in Florida, Florida Lawyers Mutual serves thousands of law practitioners and firms. Florida Lawyers Mutual partnered with Appleton for their legal marketing needs.

Florida Lawyers Mutual’s previous brand image was safe, but didn’t truly reflect the company; they knew it was time for a refresh and we knew how to make it happen. Among a completely new logo, brochure, enewsletters, print ads and marketing collateral, our major task for the rebrand resided in a completely new website for Florida Lawyers Mutual.

Florida Lawyers Mutual’s former logo needed an upgrade that reflected the company’s image in a new way. We incorporated a contemporary color scheme and letters that mold together to create a strong unified symbol representing Florida Lawyers Mutual’s dedication to their clients. The before and after result can be seen below:

Florida lawyers mutual insurance company old logo Florida lawyers mutual insurance company new logo

Through a simplified layout, straight lines and powerful images, the updated brochure and enewsletter demonstrate a professional and straightforward brand image. The revamped stationery package and pocket folder convey a modern look. To have a strong brand message, every element must reflect the same tone. That’s why all of the collateral combines creativity with professionalism while also providing information on the industry and how Florida Lawyers Mutual can help lawyers and firms reach their goals. Florida Lawyers Mutual has always provided industry-relevant material, but now the deliverables reflect that, too.

Rebranding The Website

The largest part of Florida Lawyers Mutual’s rebrand is the new website we created for them.

The strong, compelling visuals showcase major landmarks in Florida, such as the Sunshine Skyway Bridge, Castillo de San Marcos and the Key West Lighthouse. These landmarks tie Florida Lawyers Mutual to its home state. The bottom hero shots feature sign-up forms, links or important facts to increase engagement site-wide.

We included call-to-action buttons to increase the click-through rate to help Florida Lawyers Mutual’s conversion. We also implemented an online payment process for policyholders to add convenience and safety when making a policy or payment renewal. Other forms are now available online, too, such as policy applications and claims forms. Access to the correct forms is hassle-free and expedient.

A custom infographic with a timeline of Florida Lawyers Mutual, from its beginning in 1987 up to the modern brand, launched the new campaign. See below:

Florida infographic FLMIC

The results of our undertaking can be summed into increased online presence and enhanced brand image for Florida Lawyers Mutual. Content on the website is now easy to find and interesting to view.

Appleton can design and develop an easy-to-use website for your company. Appleton Creative is an award-winning, full-service advertising agency that specializes in Orlando web design services. Appleton works with local, national and international clients to deliver powerful, responsive websites that are specifically designed to be seen first in search engines. Reach your target customers in the right places and establish highly qualified leads with a dynamic and accessible website. Your web design and development goals are worth a conversation: contact us at 407-246-0092 or

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