Opening up a new terrain for this leading construction company.
Janssen de Jong Group wanted to move away from their quite comfortable positioning as partner in the real estate cycle to establish itself in the top of Holland’s most sustainable construction companies. A bold purpose that needed extensive research, restructuring and repositioning. That’s where we came in.
Research taught us the Group needed to continue in her decentralised operations, which defined the House of Brands structure and a carefully created branding policy. Then we have recalibrated their fundamentals, allowing them to excel in circular construction and prioritise human capital with environmental impact. Opening a new platform for dialogue and communication. One that moves away from the typical realm of construction’s visual language towards a more holistic approach that offers the space to give substance to the new tagline we developed: Closing the circle, together.
The concept of circularity within the House of Brands structure made the business structure model redundant. We shaped a new model that focuses on the Group’s circular activity: From Developing, Building, Maintaining, Renovating to Harvesting.
Rebrands are catalysts for change
This renewed ambition became a reactor to reshape the brand’s design, look & feel and tone of voice. The new structure actually plays an essential role in the JAJO identity. As the letter ‘O’ acts as a closed circle, a ring segment of a second circle —nicknamed the eyebrow— it leverages and represents the group’s business units. The ring stands out in bright green and is a metaphor for the tagline ‘Closing the circle, together.’ The characters in the JAJO wordmark are custom and optimised for multiple applications and devices. Together with the grainy gradient graphics of a sun and a circle the metaphor is strengthened and embedded in the identity. The sun embodies a new dawn and the circle emphasises the sustainable mission.
The tagline is an important design element as well. With its connecting line between the words ‘circle’ and ’together it is a connecting element in design tying design elements together and making it a coherent layout.
To enforce the house of brands structure in the extensive mix of subsidairy identities we came up with a co-branding structure that is clear and subtle. Integrated with the logo, we created a tab with a commonly used disclaimer: ‘a JAJO company.’ The tab has chameleon like characteristics. Besides placing in either landscape and portrait, it can change color depending on the subsidairy identity. The change in colour suits the subsidairies’ needs for subtlety. For digital purposes, the tab can also be stretched to a bar shape. For example on websites a bar like shape is perfect for placement at the bottom of the footer. The tab is used on all kinds of subsidairy items. This makes the house of brands structure visible throughout all the identities.
Big rebranding, big reveal
JAJO is announced to the world on the biggest stage imaginable. At The Ocean Race. Depicted with a huge logo on the sails, the Dutch boat and Team JAJO is sailing around the world. The team with seasoned sailors and talented youngsters is predicted to be one of the main contenders in the race. The Ocean Race with its sustainable mission and 6 month duration is the ideal event to do a big reveal. We wish the sailors the best in this clash of the titans.
Internally, the new brand needed to be introduced to its 1200+ employees across the globe. We came up with a series of 5 straightforward and fun introduction videos.