JANA is a respected name in investment consultancy. But the brand was dated, and they were losing ground to new players in the market. A deep dive into their organisation revealed: people who care, unrivalled research capability, expertise, and an innovative approach. We established a new positioning built around the emotional core that drives their business – Depth with Difference. A range of visual collateral was developed, from a simple refresh and update of their existing brandmark to entirely new conceptual communications that visualised JANA’s strengths and values.