Sophisticated planning for personal outcomes

Based in fast-paced, sunny Los Angeles, the JSF Financial team focus on listening to what is important and provide innovative wealth management and planning solutions.

Proposed actions

First phase of the project included logo redesign exercise with the goal to make it a bit more modern and upscale. Several directions were presented.

Final concept

After a lot of consideration, decision was to go with toned down logotype set in Brandon Grotesque font, working in balance with the icon which is abstract representation of financial growth/wealth management on a global scale.

Logo lockups

Given the nature of the rather long company name, several key logo variations were created to cover different constrained space scenarios. The result is highly responsive logo system.


Long time ago, one of the main questions regarding legibility of newly created logo was “Does it fax?” Nowadays it’s “Does it avatar?” The point is that the logo needs to work in constrained (let say 32x32px) environments like app icons.

Correct / incorrect logo usage

Correct logo ussage incorrect logo ussage



Color plays an important role in every corporate identity program. The colors below are recommendations for various media. Consistent use of these colors will contribute to the cohesive and harmonious look of the Content Insights brand identity across all relevant media.



A well-proportioned, clean font can make all the difference on a website or even a corporate flyer. Good typography creates that “There’s something about that” feeling in people’s consciousness.

Brandon Grotesque

Brandon Grotesque is a sans serif type family of six weights plus matching italics. It was designed by Hannes von Döhren in 2009/10. Influenced by the geometric-style sans serif faces that were popular during the 1920s and 30s, the fonts are based on geometric forms that have been optically corrected for better legibility.

Nimbus Sans

Merriweather is a free, open-source serif typeface available through Google Fonts. It was designed to be highly-readable on screens. Unlike a lot of other serifs
available on Google Fonts, Merriweather contains a full set of weights and styles – light, normal, bold and ultra-bold – all with matching italics.

Font hierarchy

Proper font hierarchy improves readability and gives further focus on content. It is important to maintain it across all branding channels.


Print applications

Business cards

Size: 90x50mm
Print: offset, double sided, full color
Paper: 350 gsm matte



Size: A4 – 210x297mm
Print: offset, full color + MS Word template
Paper: 80 gsm offset



Size: 10
Print: offset, one Pantone color

Paper: 80 gsm offset



Web site design

Second phase of the project included JSF Financial’s web site overhaul coupled with initial UI/UX research and polishing things up in a custom WordPress solution.

Before/after homepage redesign

Low/high fidelity wireframes

Website sections redesign

Various sections of the website like resource center or news directory were redesigned to fit the new look. Custom WordPress solution allowed our client to engage a large base of content writers to easily add new insights.