Financial Services Forum:

A Strategic Approach to Economic Policy


A Strategic Approach to Economic Policy

The Financial Services Forum (FSF), an economic policy and advocacy organization representing large financial institutions, engaged NJI Media to reimagine its brand and website. Our goal was to establish a visual identity and digital communications strategy commensurate with the financial sector’s significant impact on the U.S. economy.

3 Financial Services Forum webpages displayed on iPhones


Brand Positioning to Reflect Significant Industry Impact





We began by analyzing FSF’s target market and designing a brand that would position FSF to stand out. With federal lawmakers and agencies as a primary audience, FSF wanted to leverage its rebrand as an opportunity to re-engage with these groups. We were deliberate in crafting a brand that would resonate across digital channels and printed assets, ensuring that messaging remains agile yet consistent.


FSF’s new visual identity is distinctive and reflects the community-inspired value proposition that its members provide. We custom-designed and built a website on WordPress, creating intuitive paths to ensure the front-end aesthetics and user experience aligned with back-end publishing tools. This improved content management, search optimization, social integrations, and overall capabilities. We further equipped FSF with dedicated content features for its growing suite of original content, including an area for research and a blog to promote thought leadership.

A looping GIF moving through the Financial Services Forum website
Three sidebar ads for the Financial Services Forum website


A strong brand and a clear, well-organized website give FSF a cohesive, user-friendly platform — well-suited to engage its core audience and pursue advocacy initiatives.

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