reimagining a baby brand

As a team, we refreshed the JJ Cole brand. The graphic identity of the brand needed to stay the same, but we realize that a lot of the photography and copy no longer resonated with our consumers. So we started by redefining our brand strategy. I facilitated the team through several collaborative exercises and brought in consumer insights to guide a new vision. We contracted external folks to work on the copy and photography to match that vision. It was all pulled together in a new brand identity guide to help internal and external folks appropriately represent the brand. Excerpts from the refreshed brand identity guide: