Similar to other local governments, the County of San Diego offers retirement plan options for its employees but needed to better promote these options and their benefits.

With the goal of increasing awareness and enrollment, JJS Design (working with Great-West) was asked to develop a visual brand to apply to supporting collateral and marketing materials.

Taking into consideration the fact that a young (literally young and "young at heart") culture exists in the County of San Diego, emphasis was placed on the active lifestyle that is customary in this part of the country. Photography of individuals enjoying surfing, doing yoga and fishing, and not worrying about retirement, was the main brand feature. Each image was uniquely cropped to accentuate the activities and add more visually interesting graphics.