Rebranding: new brand identity for insurance company

Johnson, Kendall & Johnson (JKJ) is an independent insurance brokerage firm based in Newtown, Pennsylvania. The Johnson, Kendall & Johnson family of companies has grown into one of the leading insurance brokerage firms in the United States, operating for over 60 years and helping thousands of clients, from Fortune 1000 companies to self-employed individuals and families.

 As part of their corporate rebranding exercise, we were asked to create a new and strong visual identity that maintained a connection to the company’s older and conservative values, while also communicating the brand in a friendly, relatable way to newer and younger clients.

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