JN - Live: 1  2  3 siegel+gale  
Refreshing an Established Institution Although highly regarded in Jamacia, JN — Jamacia's largest building society — suffered from a conservative image and was therefore keen to use the launch of its new e-banking offering as an opportunity to create a more youthful image. Research Karakter undertook in Jamacia demonstrated that leisure activities such as sport, music and entertainment are seen to define much of the national identity, particularly for younger audiences. Those aspects were to underpin the new lifestyle brand - JN Live.