Invested. In you.

Merging brands under a new name is always a demanding challenge, as it requires considering the heritage, positioning, and influence of the existing brands in the market. We began primarily with the brand architecture and defining the new positioning for JonatanMars, where a series of in-depth workshops with the client provided the foundation for further development.

After completing the strategic work, we moved on to branding—the conceptual and creative design of a brand that ensures a successful future not only through its actions but also through its visual identity and communication. We developed a comprehensive brand story and positioning: “Invested. In you.”, which clearly addresses the company’s goals and aspirations in relation to its clients. The focus is on an individual approach, following each person’s desires and needs for their desired financial future.

We designed the brand identity to move away from traditional financial associations in the market and follow current global trends. The goal was to establish a modern, dynamic, yet trustworthy brand that would shape the Slovenian investment market. Alongside the classic JONATANMARS logotype, much of the visual identity is carried by a graphic symbol—a combination of the letters J and M—which serves as a base for text, graphics, and photography. This ensures that the visual identity and communication are always modular, adaptable, and consistently recognizable.

In the initial phase of the brand launch, we also designed a modern, streamlined website, serving as the first point of contact with the new brand on the market. The minimalist design, aligned with the new visual identity, uses strong contrasts and highlights key presentation and informational content, further reinforcing a sense of trust.