Jacksons
Challenging sector conventions with a rebrand that’s fresh, fun, and people focused.
Services
Brand strategy
Brand identity
Art direction
Copywriting
Design for digital and print
Sectors
Service design
Credits
Photography Tom Young
Established in Penzance in 1923, Jacksons offers meaningful financial planning that helps its clients achieve their goals. To reflect their completely fresh approach, the Jacksons team came to us in search of a brand identity that would instantly set them apart from traditional financial planners.
Positioning underpinned by its people
Jacksons has an incredibly close team, with a huge amount of in-house expertise. To tap into this, we began the branding process by getting under the skin of Jacksons and its people. We hosted two brand immersion workshops: one with Jacksons’ three directors and one for its wider team. This gave everyone the opportunity to voice their thoughts about Jacksons, its audiences, and what they care about most. With this firm grounding, we were able to move on to define Jacksons’ brand values and personality.
Marking a clear point of difference in the sector
We set to work on crafting a new visual identity for Jacksons, avoiding everything traditionally “finance” to develop a uniquely modern look. As part of this, we added a lighthearted note with the Jacksons “Jemoji”. This characterful and personalised emoji began life as a small addition to our concepts, but steadily grew and grew. Though it’s just one element of Jacksons’ new identity, it’s the perfect representation of the team: it's fresh, vibrant, and bold – and completely different to everything else in the financial sector.
Making the online on-brand
Following the rebrand, Jacksons asked us to help bring the new identity to life across various assets such as a letterhead, business cards, and report templates. One of the most important elements was the brand’s website. Through a full UX process, we thought carefully about how the website would look, feel, and move, before using the newly established tone of voice to write clear and compelling copy.