Jade Financial Group is a financial planning and insurance services group in Ipswich, Queensland. Traditionally the financial services sector has been conservative and reactive. In contrast, when Dianne Charman bought an established financial planning practice she wanted to bring her own fresh touch. She renamed the business Jade Financial Group.

Brilliant Branding’s brief was to develop a contemporary identity that gave Jade a platform to promote a fresh approach… Life is meant to be lived, not just planned.

The identity is also flexible for future expansion into financial sub-brands under the Jade master brand.


It had to be different! Catching the passion of the new owners, this new identity is fresh, fun, vibrant and appropriate.  Using the Chinese traditional symbol of prosperity, – the jade plant – is a strong iconic base. It provided a rich resource of green, curves and shapes.

Firstly, we developed the Jade master brand and Jade Kid’s brand (program for schools). After that, we developed stationery, promotional and marketing collateral, signage and banners.


The client loved the outcome!

The re-branded visual identity for Jade Financial Services has become an inspiring springboard for the firm’s sales and marketing campaigns.