Brief
Brightenup were briefed to implement a brand audit and refresh for Jackson Rowe during a major realignment of its core business groups; Commercial Management, Quantity Surveying Solutions and Solutions, Dispute and Claims Solutions. Jackson Rowe tasked us with evolving the brand to retain the long established pedigree, yet bring it inline with the new integrated business model.
Insight
Jackson Rowe has been at the forefront of delivering innovative solutions that amalgamate the best from both the professional and contracting sides of the construction industry. The businesses is founded upon a ‘hands on’ and ‘can do’ attitude which has led it to prosper and become recognised as one of the UK’s leading and most experienced practices. With offices in Crowborough, Hong Kong, and London Jackson Rowe has enjoyed phenomenal success by leveraging all three of its businesses, to provide consistent solutions across many markets and industry sectors. At the core of the Jackson Rowe business a consistent focus unites all three of the business under one common vision - to be the leader in the market place.
The Jackson Rowe brand however, did not reflect its gravitas or position within the competitive set and was endangering the businesses credibility as a market leader. The tone of voice for the brand had become fragmented and the brand look and feel had become outdated and was not being used consistently. However the brand identity has an established heritage synonymous within the industry and the design had to be considerate of this.
Execution
Before we started scribbling with our crayons, we under took in depth research to indentify the values locked within the brands history. The results and insight established both the brands vernacular and its authenticity, creating a benchmark from which to measure any planned brand evolution. The Jackson Rowe brand and business has successfully maintained their authority by staying relevant to its ever-evolving market sectors. This doesn’t just happen, rather Jackson Rowe keep a respectful eye on the past and a hopeful eye to the future.
Through careful and deliberate choices, the brands proprietary language was structured to allow the brand to articulate its personality through a distinct vocabulary that paid homage to both the past and looked to the future.
The brands visual identity was evolved to move it forward building upon the organic changes that the brand had incorporated throughout its history. All touch points were refined slowly and carefully to ensure the brand experience was consistent across the business. This involved:
• Business Stationery
• Operation document templates
• Email signoffs
• Website
• Signage
• Testimonials
• Brochure wear
• Uniforms
• Exhibition stands
• Sponsorship collateral
Result
A carefully considered and appropriate response to the brief has ensured that this brand will continue to lead its market and build upon its pedigree.
If you would like to find out more about this project or would like more information about our colouring in, spreadsheets or interweb things then please contact Jo Livesey on 01273 731633 or if you’re shy email jo@brightenup.me
