The Right Expertise
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Jacobsen Daniels
Client: Jacobsen Daniels
Brand Strategy, Creation + Integration | Print Design + Development | Website Design + Development
Overview
Jacobsen Daniels (J|D), a leader in the aviation industry, partnered with Gray for a comprehensive rebranding effort. The goal was to authentically showcase J|D’s core values and strengths, particularly their dedication to diversity in people and disciplines, ultimately enhancing the client journey. The scope involved crafting audience messaging, mission statements, logo refinement, brand development and the development of a new corporate website.
Former Brand
J|D’s previous website featured a grayscale color scheme, heavy text and few images. While services were listed in depth, the site failed to capture J|D’s essence, including its commitment to diversity, role in innovation solutions and improvement of client experiences. The tagline “We See the Journey, Differently” hinted at its offerings, but the website lacked a visual representation of J|D’s core values, team and services.
Imagine J|D
Gray conducted extensive research by interviewing key stakeholders and J|D’s leadership team, and through this discovery process developed “Imagine J|D” as the foundation of J|D’s brand identity. Rooted in innovation and creativity, it embodies possibilities and problem-solving, focusing on building trust and connection by highlighting their mission, values, people and expertise. “Imagine” subtly conveys a forward-thinking vision, encapsulating J|D’s heritage and future aspirations. Messaging centers around J|D’s commitment to elevating the client journey, culminating in the refined tagline “Imagine the Journey, Differently.”
Brand Components
Gray integrated curves into the brand and website design to reflect the logo’s circular-centric design, providing a cohesive visual identity with a graphic toolkit for their in-house design team to utilize for marketing initiatives. The use of lines underscores words of importance that break out into aviation flight paths, symbolizing personalized journeys. The website’s imagery and narrative-driven content emphasize people and storytelling, with motion on the homepage to evoke the excitement of travel and symbolize movement. The updated logo features a versatile and flexible font that complements the circular emblem, crafted in various formats for adaptability across diverse platforms.
Summary
The rebranding initiative offers an immediate connection between clients and the team. J|D’s brand becomes more accessible and engaging by highlighting diversity and providing direct contact information. Including connectors at the end of each page offers a seamless journey, guiding users to relevant project case studies. A sort function further enhances user navigation, significantly improving the overall experience and making interactions with J|D’s brand more intuitive and informative.