Johnson Investment Counsel

As part of the team at Intrinzic, I had the opportunity to work with Johnson Investment Counsel—a long-standing agency partner—on a comprehensive website redesign. The relationship between Intrinzic and Johnson spanned nearly two decades and included a significant brand refresh in 2017–18. At that time, the firm needed a brand that honored its decades of growth and change while staying true to its core principles of honesty, integrity, and transparency. Inspired by their legacy of helping generations build enduring prosperity through uncertain times, we created a brand that reflected both the firm’s history and its steadfast commitment to exceptional client service. That refresh included a new logo, color palette, and foundational brand elements, though the website received only light, cosmetic updates. In 2023, Johnson was ready to reimagine its digital presence more holistically—what started as a website redesign became a much deeper exploration of brand alignment and evolution.

challenge

Johnson had grown significantly, but their brand hadn’t kept pace. Misalignment between internal expectations and external expression was causing confusion—subtle at first, but increasingly felt across teams. After open dialogue, we uncovered that the brand’s visual and verbal elements needed to evolve to reflect who the company had become.

strategy

We first realigned the brand’s story and tone of voice after realizing they no longer reflected how the team wanted to connect with clients. Then, during early website work, we hit another disconnect: the visual direction wasn’t resonating. Through interviews and collaborative workshops—including exploratory “Vibe Boards”—we helped the team coalesce around a new visual identity that felt authentic and future-facing.

outcome

With shared clarity and a unified visual direction, we developed a robust brand toolkit and reapproached the website redesign. The result: a refreshed digital experience aligned with Johnson’s growth, purpose, and vision for the future.