Brand development
JSDC Brand Materials, Brand Development/Re-Branding
The Situation:
Reading through the website you may be wondering our marketing theory behind the projects. So we will tighten up our tie a little bit and shed some light on the approach we bring to each project.
There was a clear and present disconnect in the JSDC brand identity. JSDC’s previous image – the hurricane, which is primarily destructive in nature, was inconsistent with JSDC’s mission of growth and support. Furthermore, the image of a hurricane – no matter how appropriate in theory – was still geographically misleading. We set out to reestablish the JSDC brand by building a solid foundation in which new concepts, branding, and every day details, could be executed seamlessly over numerous fronts in a consistent, effective manner.
Second, it was not enough just to keep pace with competitors, but instead outperform them, for the JSDC to achieve its strategic goals. The JSDC brand needed to be flexible enough to speak and connect with a variety of markets and agile enough to react to the fluctuating job market. Suffice to say that this is no easy task. By implementing a unique, consistent approach to brand development, we were confident that the JSDC brand would be able to stand out as one of the premier and attractive options to their target markets.
The Solution:
By creating a streamlined identity package, effective strategic planning, and consistent message, the JSDC will be able to assert itself as the foremost example of a unique, proficient, and successful economic development organization. The development of the logo was based upon a simple process that can be integrated into supporting, developing, or recruiting. Step 1 [trans]Plant (brown). Planting or transplanting businesses, entreprenuers, or families looking for career and lifestyle is the beginning of the growth process. Step 2 Nurture (blue). Nurturing businesses and entrepreneurs into healthy growth and development is accomplished through JSDC’s incentives and programs. Nurture implies personal involvement and care. Step 3 Grow (green). Growth is the outcome of the process, the by-product of [trans]planting and nurturing.
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