Brand Refresh for Juniper Square | Tolleson
Opening More Paths
to Investing
Spacer
As they entered their next phase of development, Juniper Square needed their brand to evolve with them along a longer journey. We wanted to maintain their brand equity and culture, while balancing their approachability with a level of refinement.
The deep work began in finding ways to simply articulate their primary goals, as well as what makes their products different from their competitors. Together, we positioned their brand around a new category “partnership enablement” as a way to clarify and distinguish their offering and narrative.
We refreshed their brand system to provide clarity in their brand and product messaging and establish credibility in the face of complexity and competition. Their evolved visual identity system conveys the benefits and potential of partnership enablement through a tone, look, and feel that are more aspirational—along with a renewed kit of parts imbued with parts of their story.
Spacer
Project Information
Project
Brand Refresh
Services
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Go-To-Market
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Go-To-Market
Deliverables
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Company Descriptor
Product Descriptor
Voice Attributes
Visual Language
Custom Typography
Illustration
Iconography
3D & Motion
Brand Toolkit
Brand Guidelines
Tagline
Templates
Presentations
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Company Descriptor
Product Descriptor
Voice Attributes
Visual Language
Custom Typography
Illustration
Iconography
3D & Motion
Brand Toolkit
Brand Guidelines
Tagline
Templates
Presentations
Industry
Technology
Spacer
Single Large Image
Starting from
Square One
Identity
Visual System
Expanding upon the equity in their name and identity, we created a broader brand platform and more robust offering through an enhanced visual system.
Spacer
Four Elements
Spacer
Single Image
We developed a graphic system that embodies the connection and communication in every partnership interaction along the way.
Spacer
“Creating a new category was about helping them bridge the gap between their original value props and their ultimate vision—to open private investment opportunities for everyone.”
Ashley Geo, Director of Strategy, Tolleson
Spacer
Beyond establishing shared systems with unified insights and industry participants, Juniper Square imagines a world where private investment opportunities are accessible to all. Their platform, designed to go beyond management and automation, was founded on the principle that investment partners of any size or background should have the ability to seamlessly connect and capitalize on the right opportunities.
We repositioned Juniper Square around a new category, "partnership enablement," as a way to clarify their vision and distinguish their offering. Then we built a system that captures how their people, technology, and service work together to help partnerships thrive.
Spacer
Four Elements
Spacer
Single Image
Spacer
Single Large Image
Flexibly
Consistent
Implementation
System Application
Working closely with Juniper Square’s team, we built a comprehensive brand kit designed for seamless integration across digital and physical brand experiences.
Spacer
Single Image
Spacer
Credible, and still approachable
While we had to make sure we got the product just right, we also found ways to maintain a friendly and approachable attitude, setting Juniper Square apart in the often overly serious realm of finance and fintech.
Spacer
Single Large Image
We added a touch of fun while turning Juniper Square’s product functions into easy-to-understand icons.
Spacer
Single Image
We employed patterns and grids to create a visual roadmap that showcases how Juniper Square makes building a lasting network through a shared system accessible and easy.
Spacer
Related
Juniper Square Digital Strategy & Website
Element Biosciences Brand & Product Launch
Spacer
Feel like a fit?
Let us know what’s on your mind.
You can tell us about your goals or just say hello.