Logo for JSF Financial
Brand identity redesign for JSF Financial with the task to transform it into something more dynamic and upscale.
JSF Financial, a Los Angeles wealth-management firm, needed to move a dated identity toward something more dynamic and upscale. We settled on a toned-down logotype in Brandon Grotesque balanced by an icon that abstracts financial growth on a global scale, with a responsive set of lockups that hold up even at app-icon sizes. The system covered color, typography and print applications, then extended into a full website overhaul — UI/UX research, wireframes and a custom WordPress build with sections the client's content team could grow.
Applications
From earlier identity to wealth-management mark
The corporate identity redesign gave a long-established wealth management firm a clearer, more composed signature.
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