Farmington Company Launches Rebrand and New Positioning

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Farmington Company redefines the industry and promises improved connection within markets served and with customers.

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“This new identity reflects what we represent to our customers: honest, capable, high-tech and great partners.” Doug Mantz, President

Farmington Company today announced it has rebranded its company, including a redefined mission and visual identity helping brokers, consultants and companies to unleash the power of partnering with them to create greater benefit communication synergies. They unveiled a fresher, more agile brand that focuses on empowering customers to better leverage Farmington Company’s industry-tested experience in benefits communications.

The crown jewel of the rebrand is the refreshed tagline: For the greater benefit. “What we’re talking about today are the goals, messages and culture of our company, while keeping in mind its origins and its ultimate destination,” commented Doug Mantz, President, Farmington Company. “This new identity reflects what we represent to our customers: honest, capable, high-tech and great partners.”

Robert Klemyk, Marketing Manager at Farmington Company said, “Like other successful B4B organizations working in today’s hyper-sensitive and change-oriented world, we learned firsthand that our image could use a refresh. In order to stay contemporary and relevant within the markets and customer sets we currently serve, changing with the times is a net positive and healthy for an organization like ours, especially one whose perception and employees are critical to its continued success.”

Farmington incorporated the new logo and tagline into a cutting-edge user website experience for interactive desktop and mobile applications, utilizing a responsive design. Extending to all customer-facing collateral items and presentations, the refreshed look will be rolled out over the remainder of 2014.

“We took this step because we felt that our former brand and image no longer reflected Farmington’s recent growth trajectory and capabilities. Our new identity represents our company as it is today and personifies the perception which must resonate with our internal and external audiences into the future,” said Mantz.

Farmington Company is a leader in benefits communication and technology services. The company’s unique platform allows employers to effectively communicate and offer an extensive menu of core and voluntary benefits to their employees without imposing additional administrative responsibilities on their HR staffs. Farmington Company serves brokers/consultants, employers and employees nationwide through its Connecticut headquarters and regional offices.

For more information about us, please visit or call 800-621-0067.

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