Status: Active
Partnership: 7+ years
Resources: 2.5 FTEs
The Challenge
Translating vision into belief
Jack Henry, the quiet giant behind community banks and credit unions, builds trusted technology that powers thousands of community banks and credit unions.
But when they acquired a startup intent on reimagining digital banking, the real challenge wasn’t building the product—it was helping everyone understand the vision.
The technology was complex. The strategy was new. And the future it promised was hard to picture.
They needed a clear, human story that could unite product, marketing, and sales—and turn a bold idea into a no-brainer.
The Work
Here’s how we helped Jack Henry
We took a deep look at how customers experienced Jack Henry — across every channel — to build a go-to-market strategy that spoke their language. Here is an overview of the work we did:
Unified storytelling
- Brand strategy for their digital platform
- Messaging for product, marketing, and sales
- Executive-level narratives for CTO, COO, and CEO audiences
Experience & Enablement
- Banno and Jack Henry websites
- API documentation framework & landing page
- Sales visuals, print and presentation design
Research & Insight
- Observational studies and usability research
- Extensive documentation for financial institutions
One way to see how this strategy takes shape is their website for their platform products. Visual Logic shaped the narrative, created the information architecture, created the content and visual language, and developed the site.
Beyond the website, communication strategies were developed for their sales and c-suite teams to enable them to tell a compelling story to their unique customer bases.
“Their level of involvement has made them part of our team. They took the time to understand what we were doing and that allows us to talk and communicate with them like a team member. We don’t have to re-explain things to them; it’s a seamless transition of knowledge that gets tasks done.
They’re also great at taking what are sometimes very technical or complex ideas and turning them into stories anyone can understand, usually through written or visual representations.”
Read full review
Eric Batterson Product Design Director
Creating sales leverage through usability testing
We conducted a competitive usability study comparing Banno—a Jack Henry consumer-facing banking app—to two other digital banking platforms.
The study gave Jack Henry concrete data to back their marketing story; transforming subjective claims about design quality into measurable proof points for sales and product teams.
The Impact
Jack Henry won customers over by telling a better story, keeping them at the forefront of core banking software
They turned conceptual products into tangible value by uniting product, marketing, and sales around a single, human-centered story.
They went from explaining technology to inspiring belief in a new way of banking.
This clarity didn’t just strengthen their message—it built credibility with their customers, helping them lead with confidence in an increasingly competitive fintech space.
