Jog created a new name and brand identity for Meta, a London-based wealth advisor. Jog’s new positioning for the firm was inspired by the values-based approach that Meta undertakes with its clients to help them build a better understanding of long-term their personal goals.

Meta is very careful to support clients in reaching a clearer vision of their ideal future rather than imposing a plan onto them. Jog reflected this by using a series of five dots that define the key points of the letter “M” for Meta. This symbolises Meta’s supportive process by leaving the “M” undefined and providing just enough cues for the viewer to complete it for themselves.

A carefully-packaged suite of materials both supports and represents Meta’s process, enabling the company to more easily demonstrate it’s distinct approach to clients at the earliest stage of a relationship.

Liquid Capital asked Jog to conceive and art-direct a series of brand images to work with the new brand identity that the consultancy had created for the group. After researching images of liquid-related subjects, it was clear to Jog that all existing visual routes had been well-used within the industry and a new approach was needed if the images were to have real brand equity.

Jog started by revisiting the key values and characteristics of the group. It then worked with photographer Alan Thornton in a series of experimental studio shoots designed to capture these core ideas in images based on a variety of liquids. The images are powerful in their own right but are especially strong when used as the backdrop to key brand messages.