A New Chapter Starts For JPA Brenson Lawlor
Creating a brand refresh and digital presence that accurately portrays JPA Brenson Lawlor’s ethos and standing as a contemporary place of work in the fast-paced financial sector.
sector
Finance
services
Brand refresh
Website design and build
Creative & UX copywriting
Brand collateral
Art direction for photography
Printer liaison
Training
Project management
Although we first began discussions with JPA Brenson Lawlor at the beginning of the pandemic, it was early 2022 before things properly kicked off. Managing Partner, Ian Lawlor, and the team were hyper-aware of the changing need for a more digital-facing brand and after many years with a malfunctioning website, it was becoming a priority to create a digital presence that accurately portrayed their ethos and standing as a contemporary place of work in the fast-paced financial sector.
Brand Guidelines Document for JPA Brenson Lawlor
We were first tasked with a brand refresh to completely reimagine JPA Brenson Lawlor as an Irish firm with international roots. A key area for consideration was the official company name and logomark and whether to incorporate the JPA international logo - or not. Through research and exploration, final decisions were reached with company management. The design team created a fresh visual direction that centred around the people at the heart of the company and the concept of true, lasting professional partnerships.
Collateral concept using the JPA Brenson Lawlor brand pattern
We have designed a custom pattern that reflects movement, progress and continuity. It’s a dynamic brand device, depending on crop, position and scale, it can always appear differently. It integrates with photography or decoratively, to provide a bold and impactful visual identity across all collateral. We paired this with a warm but bold colour palette coupled with a geometric, friendly logotype help to achieve an overall balanced brand aesthetic.
When it came to the website, there was a huge initial piece required for content gathering, content planning and copywriting. Along with a website wireflow, we developed out website copy written in line with the brand tone of voice outlined during the brand refresh stage. Art direction was provided for an in-house shoot, captured by talented photographer, Peter Evers. This really allowed JPA Brenson Lawlor to put their own stamp on their new identity and have a proper visual representation of their bright, passionate team.
Photography by Peter Evers
The website UI really focused on bringing the brand refresh to life. The heavy service offering and detailing required in some of the content areas resulted in the development of multiple ways of presenting information in order to optimise legibility and make for a nicer browsing experience.
Out with the old, a smooth transition.
Working parallel to the website build, we created a robust range of brand collateral from stationery suites and promotional materials to newsletter design, digital signatures and signage. This supporting material equipped all facets of the business with the tools they needed to smoothly transition to the new look and feel in line with the website launch.
At all milestones in this project, we met with key members of the team including Senior Partners over video call to gather and collate feedback and discuss decisions and rationale to ensure everyone was on the same page. This project was a true partnership between our team and the JPA Brenson Lawlor crew, fuelled by open communication and trust. We finished the project with a website training session and handover to ensure they have everything they need to take the company forward in this exciting new chapter.
“On behalf of everyone here at the firm, I’d like to thank the team at Good as Gold for your great work, we are delighted with the deliverables and the work you have completed for us. We would and will be very happy to refer Good as Gold to any of our clients that enquire from time to time about branding or websites.”