Jackson

Scope

Branding
Visual Idenity
Design Systems
Collateral
Digital

Credits

Created at PropheT

Recognition

Transform Awards North America 2021: Best visual identity from the financial services sector, Bronze

→ For more than 60 years, Jackson has remained steadfast in its purpose of helping people achieve financial freedom. But as the landscape of financial services continues to evolve, they needed to re-define how they position the company and express their brand. We evolved their visual identity to create a unified presence that is more relevant to today’s investor and unique within the industry.

Examples from OLD identity

The old identity lacked consistency and did not stand out in the industry, however, through audience research, we identified that certain elements did resonate with customers and employees alike: the color red, and the horse head icon.

Positioning

Palette

Imagery

Typography

Icons