Ready to make their brand stronger than ever, Murray (formerly Murray Securus) engaged Scheffey to conduct a strategic evaluation of their current brand and messaging. By conducting a brand audit to evaluate their strengths and weaknesses, we could find the best attributes for advancing their brand as a vibrant and growing organization.

Scheffey’s brand audit, which uses quantified and qualified research, forms a picture of the current brand’s internal and external realities. Using feedback from the leadership team, employees, and current clients, Scheffey defined core brand elements and key messaging. We worked closely with the leaders to rebrand Murray Securus as “Murray,” capitalizing on their current brand equity while making it easier for their clients and prospects to identify them. Scheffey also suggested a new tagline: Better Prepared. More Secure™

Along with the new name, Murray wanted a brand that reflected some of the attributes highlighted by the brand audit: energy, friendliness, accessibility, and intelligence. To accomplish this, Scheffey created a new logo with bright colors and movement to convey a youthful vibrancy and approachability. We also developed a new brand story and messaging style which was incorporated in the updated collateral and brochures we created for them. The new brand was also rolled out across their website with a website refresh, which included an updated creative palette, reorganization of the content, and improved user-friendliness of the site. Scheffey has also assisted in creating print ad and promotional material templates that feature their new brand and highlighted brand features.


  • Brand Audit
  • New Brand
  • Updated Website
  • Collateral
  • Print Ads

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