Jack Henry Branding
Reimagining a People-Centric Financial Technology Brand
Role: Design / Art Direction
Agency: Sagepath Reply
Time 2023 — 2024
The Client
Jack Henry is an esteemed S&P 500 company catering to approximately 8,500 clients nationwide. Specializing in financial technology solutions and payment processing services, their primary clientele comprises community banks and credit unions. The company excels in providing transaction processing, business process automation, and information management solutions. Jack Henry assists regional banks and credit unions in mitigating risk, fulfilling regulatory requirements, and enhancing their online banking services.
Seeking to consolidate their various brands into a unified entity, Jack Henry approached us for guidance in rebranding and redesigning their website.
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Jack Henry faces the challenge of consolidating its diverse range of products under one cohesive brand identity. The company requires strategic guidance to navigate this transformation, ensuring the new branding reflects their values, resonates with users, and stands out in a competitive market. It's imperative to achieve a unique and consistent design that will endure over time.
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We devised a clean, sophisticated, and distinctive identity that embodies Jack Henry's well-rounded ecosystem. The circular motif symbolizes their holistic approach while reflecting the company's inclusive culture. Positioned as a facilitator of connections between people and financial institutions, Jack Henry is committed to breaking down barriers to financial health through innovative technology and services. Our primary branding component, the wordmark, offers simplicity and versatility across various backgrounds. Introducing our signature "Financial Freedom" gradient color, as outlined in the brand guidelines, further reinforces our brand identity. Collaborating closely with Jack Henry's team, we strategically repositioned the brand under the concept of "Connecting Possibilities," aligning their vision with their brand values and objectives.
Logo Design
The aim of the logo is to modernize the traditional appearance over time, giving it a fresh and memorable look that stands out from competitors. We've opted for the wordmark as our central branding element due to its simplicity and versatility across various backgrounds. The "Jack Henry" wordmark is to remain unchanged, always presented in lowercase as two separate words, accompanied by the service mark symbol (™) for consistency.
The gradient dot placed above the "j" symbolizes our extensive capabilities and forward-looking approach. We strongly advocate for the widespread use of the primary wordmark to maintain a consistent brand identity across all channels.
Brand Foundation
Our role in designing the branding has allowed us to establish a unified brand foundation, driven by purpose, which enables clear and focused communication across all initiatives. This foundation serves as a guiding light for strategic decisions and enriches our interactions with diverse audiences. At Jack Henry, we epitomize a well-rounded financial technology company, dedicated to empowering individuals and communities with the freedom to progress financially. The pillars of our brand—user centricity, openness, and partnership—form the structural backbone, emphasizing our commitment to prioritizing users, embracing openness, and fostering collaborative partnerships to drive collective success.
Brand Guidelines
We meticulously crafted a comprehensive guideline for the new brand, encompassing a visual guide for logo usage, color palette, typography, and design elements. Additionally, we established the voice and tone to effectively communicate the brand's identity. Our brand guideline extends to UX/UI guidelines and various applications, ensuring consistency and coherence across all touchpoints. Detail-oriented and forward-thinking, the brand guideline is designed to provide clear direction for future use and evolution of the brand.
Video
We crafted a captivating teaser video to convey Jack Henry's purpose and mission. Leveraging stock footage, we carefully curated scenes to evoke momentum and resonate with the concept of financial freedom. The video highlights our commitment to strengthening connections between people, portraying a collage of diverse faces to illustrate how Jack Henry is connecting possibilities with individuals from all walks of life.
Go-to-Market Executions
Our approach to go-to-market executions prioritizes human-centric, branded, and interactive experiences. From business materials like name cards to billboard ads, digital screen ads, and show booths, we ensure a holistic and forward-thinking strategy to connect and engage with our audiences both internally and externally. Our goal is to create compelling and unforgettable experiences that intrigue our audiences, compelling them to stop and choose to engage. Digital signage is designed to be informative and engaging, utilizing motion to draw the audience's attention and create memorable interactions.
Print Media Marketing
Our brand colors, represented in Pantone or CMYK values, are utilized consistently across all print materials for Jack Henry. Whether it's white papers, case studies, or magazine ads, our visual identity remains cohesive to maintain brand consistency. We incorporate gradient backgrounds, simple linear elements, and people-focused photography across these materials, ensuring a unified and impactful representation of the Jack Henry brand.
Digital Marketing
Our digital media design strategy encompasses various channels, including social media, digital banner ads, and the creation of a new website. Across these platforms, we aim to create visually appealing and engaging content that resonates with our target audience. For social media, we focus on crafting compelling visuals and messaging that align with our brand identity while sparking meaningful interactions with our followers. In digital banner ads, we leverage eye-catching designs and concise messaging to capture the audience's attention and drive click-through rates.
Our new website design prioritizes user experience, with intuitive navigation, responsive layouts, and visually impactful elements. We ensure consistency with our brand guidelines while incorporating modern design trends to enhance user engagement and facilitate seamless interactions.
Overall, our digital media design strategy is geared towards maximizing reach, engagement, and conversions across various digital platforms.
