Brand & Activation
A modern brand strategy for the next generation.
The ask.
An agribusiness company with five generations of success, JDH was ushering in the next era of family leadership. Now that a new CEO was taking the helm, JDH was ready to tell their story in a way that supported this transition and shed a light on where the business was heading.
The truth.
JDH is a quiet, humble and hardworking company that has built its business on great service and integrity — something executives, employees and customers all agree on. Their team worried that publicly touting their innovative ideas, successes and strengths in marketing could come off as boastful or lacking humility. We needed to show JDH how they could celebrate their accomplishments and attract more customers while remaining true to their vision and values.
The solution.
We used our proprietary branding process to energize the JDH story without abandoning their roots. Through workshops, facility visits with a wide range of employees, and close collaboration with the JDH executive team, we discovered an authentic and strategic way forward that honored JDH’s unique background and set the course for the future.
After establishing and gaining alignment on a unique brand platform, we created a tagline that perfectly captured the essence of JDH’s brand promise. From there, we built a strategic brand launch plan and collateral to ensure cohesion across all touchpoints, for all audiences.
- Brand platform with updated positioning and value proposition
- Comprehensive refresh of existing marketing materials
- Design and development for a new parent website and microsites for subsidiaries
- Holistic messaging strategy
- Integrated design system
- Expansive library of images and videos
- Internal and external launch
The impact.
On January 10, JDH’s new brand platform and identity went live to the public via the launch of their refreshed website. Two months before, employees were presented with branded gifts (featuring the new logo) and rationale on how the refreshed marketing communications are rooted in the humility and exceptional service that has driven JDH success for over a century. By gaining feedback from a diverse set of employees along the way, the internal launch was met with excitement and positive reviews. We can’t wait to report on the business impact of the public launch soon.
A cohesive and dynamic family of brands.
A rallying cry for the future of JDH.
Putting real people and facilities at the center.
Establishing everyday usability for internal teams.
