The Challenge
After 47 years and several acquisitions, Jack Henry decided to transform the way it was going to market. The B2B financial technology solutions provider had four overlapping, conflicting brands and product-centric websites. They wanted solution-based messaging that would resonate with current clients and new prospects. And they needed a singular brand identity that represented the entire value proposition.
Part 1: Deep Dive
The Jack Henry team called on Sagepath Reply to help build their brand from the ground up – defining their brand architecture, go-to-market messaging, personas, customer journeys, and visual identity system (VIS). We researched their brand in-depth, conducting a competitive analysis, content audit, user testing, and stakeholder interviews.
Part 2: Build the Foundation
The branding materials we developed went beyond a logo and color guidelines. We helped Jack Henry identify its core brand pillars, differentiators, and market positioning – so the company had the tools needed to expand and scale the brand beyond the launch. The brand foundation guide empowered Jack Henry employees across the organization.
Part 3: Bring It All to Life
Taking Jack Henry’s new sophisticated, modern brand identity, we went to work on its new site, outlining the information architecture and content strategy. Our team completed the user experience (UX) and user interface (UI) design , copywriting, search engine optimization (SEO), and development – recreating, redesigning, and rebuilding the single website on a new CMS. In addition to tagging the new site for analytics, we also set up reports and dashboards.
The New Brand in Action
Now, the FinTech company has the strategy and resources to more effectively cross-sell with current clients and connect with new audiences. Since the launch of its new site at jackhenry.com , its metrics for reach, engagement, and lead-gen form completion have increased across the board.
A solution-focused website and cohesive brand to connect with customers.
more organic website traffic
increase in average visit time
higher form completion rate
Recognition
The project also won two 2023 Hermes Creative Awards.
Platinum award for Strategic Campaign for Rebranding | Gold award for Website Rebrand
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