Fostering industry respect
JANA is highly regarded industry-wide for their innovative approach to investment consulting. While clients know and trust them, there was an opportunity to revamp their communications to better express their brand in the digital age. To modernise the JANA brand, Icon would start from the ground up, reviewing and auditing the existing communications to understand what strengths we could build on and areas of improvement.
Despite the challenges facing it, JANA’s strengths were numerous, and allowed us to quickly get to the emotional core that drives their business. At the centre of this new brand was the tagline, ‘Depth with Difference’, encapsulating their ability to provide valuable insight through extensive research that doesn’t just follow the status quo. Communications platforms, programs and brand strategy would follow, enabling JANA to present itself as a thought leader, and shake off the ‘black box’ stigma.
A range of new visual collateral was developed, from a simple refresh and update of their existing brandmark, to entirely new conceptual artworks that visualised JANA’s strengths and values. We continue to work with JANA, evolving their brand further and developing new visuals, helping to ensure JANA remains the most innovative and trustworthy name in its field.