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. The task was to transform their rather dated identity into something more dynamic and upscale.
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.
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.
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.
A long time ago, one of the main questions regarding the legibility of a newly created logo was, “Does it fax?” Nowadays, it’s “Does it avatar?” The logo needs to work in constrained (let say 32x32px) environments like app icons.
Consistent use of proposed colors will contribute to the cohesive and harmonious look of the JSF Financial 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.
We created several print applications using newly established visual style.
Web site design
The 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.
Here’s a before/after and low-high fidelity wireframes preview.
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.