Montana State Fund Brand

Positioning a venerable state agency for the future

CHALLENGE

Montana State Fund wanted a refresh of its brand to further amplify its commitment as a valuable partner for Montana businesses, employers and employees.

SOLUTION

Input from the entire agency helped form new mission, vision and values statements that all focused on MSF's ties to the safety of Montana's workforce.

RESULT

Leadership and staff felt a strengthened ownership in MSF's mission and renewed pride in their roles as Montanans helping Montanans.

CHALLENGE

Montana State Fund wanted a refresh of its brand to further amplify its commitment as a valuable partner for Montana businesses, employers and employees.

SOLUTION

Input from the entire agency helped form new mission, vision and values statements that all focused on MSF's ties to the safety of Montana's workforce.

RESULT

Leadership and staff felt a strengthened ownership in MSF's mission and renewed pride in their roles as Montanans helping Montanans.

The workers’ compensation marketplace is quickly evolving and Montana State Fund knew it needed to take a renewed look at what set it apart as a leader in the industry. We’ve been creating safety campaigns for MSF since 2006, largely helping the state workers’ comp insurer move its brand from that of a stodgy public agency to that of an agency on a mission to help Montanans work smarter and safer and therefore help make Montana a healthier place overall. The new rebranding work we did in 2018 did not lose sight of MSF’s heritage but modernized it, with input from MSF employees on every level.

We facilitated interviews and working groups throughout the organization to really look at what sets MSF apart. And we conducted several on-site branding sessions, feeding back all of the input we received from the working groups.

Taking ownership of the project, MSF staff helped in the development of the new mission, vision and values statements, which were then used to build out a new brand look and messaging that reinforce MSF’s strong Montana ties. This included a new logo, graphics standards, trade show materials, collateral, and refreshing the look and feel of the website.

To celebrate the finished project we helped organize a launch party that included workshops, displays of new branding materials, a pop-up store for staff to try on branded clothing items, an inspirational video, and both wall art and bathroom mirror messaging to reinforce “being” the mission, vision and values every day.

"Working with PartnersCreative to help us refresh our brand was a rewarding experience. Throughout the process our employees felt valued and listened to. The final outcome has been enthusiasm and buy-in with our new brand elements."

93%

of the entire staff joined the launch party.

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