Rebrand project brings puzzle pieces together

We collaborated with Jigsaw Tree to align its visual identity with its evolved positioning.

Jigsaw Tree is at the vanguard of change. It helps financial advice firms streamline their operations and technology so they can work more efficiently, reduce admin and focus on delivering great client service.

So, when the company recognised it needed to make changes itself, it didn’t hesitate to take action. As a referral partner of TOMD and Content Streams, Jigsaw Tree worked with us to revitalise its brand and website.

The challenge: Updating brand’s image

After 14 years in business, Jigsaw Tree wanted a comprehensive rebrand to reflect the company’s evolved positioning. It’s a people-first technology consultancy that turns firms with operational headaches into pain-free efficient growth machines.

The company’s digital presence was characterised by colourful, vibrant and bold aesthetics that mirrored the organisation’s culture and ethos. However, this digital personality needed shifting to balance friendly accessibility with commercial impact.

The brief: Design a meaningful logo and website

The brand needed a new visual identify to communicate people connection, growth and connectivity while projecting commercial strength and tech capability. Jigsaw Tree asked us to create a modern, vibrant logo that honours the heritage design but is more contemporary and impactful.

For consistency across multiple platforms and uses, the design needed to have primary, secondary and simplified versions including a social media badge.

The company wanted the visual identity system to extend to typography for headers and body text, alongside iconography and graphic elements that supported the brand message.

The first major project in the rebrand was the redesign of the website, giving Jigsaw Tree enough flexibility to use templates and guidelines to create collateral independently in future.

Before

After

The solution: Getting to the brand heart

Our specialist graphic designers can help organisations whether they already have a strong brand or are starting from scratch. Our team understood that at the heart of Jigsaw Tree’s value proposition is the powerful marriage of great people and technology.

The logo they created emphasises connection by linking the J and T, while suggesting growth from strong roots in the form a figure reaching upwards.

The Jigsaw Tree team wrote the content for their new website and we created a design that was easy to navigate and felt approachable, professional and credible.

The new design moves away from gimmicks that risked devaluing Jigsaw Tree’s services. Bold colours demonstrate the brand’s vibrant personality, and this is now balanced to focus on business results.

Photography for staff profiles can be a hurdle at the best of times but it’s even trickier when a team works remotely, as in this case. We edited employees’ pictures to achieve a professional and uninform affect. Setting them against different coloured blocks adds a little more energy to reflect the personality of the brand. The hero montage image is giving Traitors vibes – Check it out!

From vision to reality, with lasting impact

Keep on going

The final stage in a branding project is to create a set of guidelines. We include everything an organisation needs to communicate consistently.

Typically, this includes:

Brand logo and any authorised variations
Colour palette
Fonts, sizes and spacing
An image board with samples of imagery that fit the brand
Tone of voice and personality, including text samples.

“The team at Jigsaw Tree knew it was time to refresh our brand and had been working on defining what this meant and how it would tie into our characteristics and development over the years.

We were struggling to navigate our way through this process and used other design agencies but unfortunately the outcome didn’t give us something we loved. By appointing Liz Basten and TOMD we chose to work with people we already had existing relationships with, and they worked with us to develop a positive level of understanding of the business. This allowed the right design brief to be delivered and with some image mastery this was developed into a new brand which has received such positive feedback and demonstrates our progression, but without losing the heritage.

The outcome is a brand we all love and get behind. I cannot recommend TOMD enough for the work that they invested in this process and the outcome is better than we would have hoped for – Thank you.”

Chris Baigent-Reed, Founder of Jigsaw Tree

“When you brief an agency, there is the potential for something brilliant, or something way off the mark. In my experience this depends on how well the brief is interpreted, the questions asked and how well the agency listen. I gave TOMD a complex brief; a rebrand that needed to honour 14 years of brand heritage. The new brand identity had to be modern, progressive, yet still familiar. TOMD absolutely delivered and the results were just what we needed and more.

“There were some awesome creative skills that contributed to that, but also fantastic account management to keep me informed, involved and inspired. Nice work!”

Elizabeth Basten, Fractional Chief Marketing Officer, Jigsaw Tree

Our thoughts

Nicola Bradbrook, Head of Creative at TOMD, said

“It’s always rewarding hearing clients talk about their business during our initial briefing sessions. Their enthusiasm often sparks the creativity that becomes the foundation for the entire project.

Working with Jigsaw Tree was a real pleasure. They were passionate, clear about what worked for them and open to new ideas, which made bringing their vision to life both collaborative and seamless.

“The result is a modern, vibrant and forward-thinking identity, and I was delighted that the client loved it as much as I do.”

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