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“I’m wealthy, so I don’t need life insurance.”
“Life insurance is only for my heirs.”
“Life insurance is a bad investment.”
Compounding these misconceptions, affluent individuals and business owners often get conflicting and fragmented advice from various advisors when it comes to their overall financial picture. This leads to a lot of confusion and disjointed plans.
CBJ Financial was created to rewrite that story. Brothers C. Blake and C. Bart Johnson united their strengths with one mission: to bridge the gap for true financial and legal wealth integration. They came to us ready to break the mold, and we rolled up our sleeves, happy to disrupt.
Our Own Collaborative Approach Fueled the Rebrand.
Like them, collaboration fuels our creative process. We worked side by side with their team in several meetings to ensure a truly collaborative process. In our initial meeting we wanted to get clear on three things: what sets them apart, what makes their niche audience tick, and how branding and marketing could help deliver their message with precision.
Right away, their team revealed CBJ’s difference. Unlike firms that operate in silos, CBJ takes a fully integrated approach, collaborating with each client’s tax, legal, and financial advisors to ensure every piece of the financial plan works together seamlessly.
They help affluent families and business owners structure and finance life insurance as part of a comprehensive, tax-efficient strategy—designed not only to protect what they’ve built, but to generate additional wealth and preserve more of it for the next generation.
The Logo Lock-up: Visually Representing Integrated Silos
CBJ desired a look and feel that broke away from the traditional and dare we say it: slightly dusty and dated space of the life insurance industry. We set out to design an identity that mirrored their modern, strategic mindset.
At the heart of their new brand is a bold, interlocking logo that visually represents the seamless coordination between disciplines—a nod to how CBJ brings together typically siloed areas like tax, legal, and financial planning. Custom typography and a clean, elegant wordmark elevate the brand, while the tagline “Integrated Silos. Collaborative Approach.” reinforces their distinctive message.
Bringing the Story to Life Online
With the branding in place, our next move was to translate their story into a compelling digital experience. The new CBJ Financial website was designed to educate, inspire, build trust and convert. We wanted it to cut through the clutter of other competitors and immediately convey how CBJ bridges the gap between fragmented financial advice to deliver a unified approach.
Web Design Highlights:
- Clear content strategy and copywriting that weaves a collaborative approach with sound wealth strategy
- Streamlined user navigation tailored to different audiences within the life insurance space
- Visual storytelling evoking legacy, stability, wealth, and long-term growth
Marketing Materials That Exude Confidence
To complement the rebrand, we developed a suite of sophisticated print materials, including business cards and an extra special touch to tie it all together. From advisor-facing resources to high-end brochures designed for clients, each piece was meticulously crafted to inspire confidence and communicate CBJ’s expertise with clarity. To add a unique and memorable element, we also designed a custom tie pin featuring the new logo because even the smallest details can make a big first impression.
A Brand Built on Trust and Teamwork
From big-picture positioning to every polished detail, this rebrand was fueled by partnership—just like the work CBJ Financial does with their clients. Together, we helped bring clarity to a complex industry and tell a story that sets CBJ apart.
Like what we created for CBJ Financial?
Reach out today to see what we can do for your brand.
