Bringing the funk to adaptive fashion.
JAM is an inclusive fashion label designed with people with disability in mind.
In the early bootstrapping stages of their business, we worked with JAM’s founders Emma and Molly over a number of brand strategy consultation sessions, to guide them through developing the foundations of their brand. This included their brand personality, values, and how to bring it all together in a brand bible.
Being the innovative legends that they are, JAM quickly established themselves as a leader in the industry. Now ready to invest more in their visual branding, they asked for our help to refresh JAM with a new look that reflected their leadership and their vision for the future...
Client:
Jam The Label
Partner agency:
Sondo
Services:
Brand development, Brand design, Purpose, values and culture, Messaging
Approachable swagger
We designed JAM’s refreshed brand personality to embody assured positivity, so that it could bring an approachable swagger that asserted the individuality and empowerment of their customers as well as JAM’s own fashion leadership, while also being warmly accessible to encourage the rest of the world to join their movement.
Four key personality traits for the brand were identified, to do this: vivacious, imaginative, assured and funky.
Reflecting the new personality, we evolved JAM away from its original muted colours to a vibrant palette, reflecting the JAM family’s vivacious view of life, and the bold looks they were planning as their range extended from its initial simple “staples” collection.
We also created imaginative shapes to frame photography with a fun vibrance that celebrated diversity.
We also subtly strengthened JAM’s logo, to give a sense of bold confidence.
Leading with values.
Emma and Molly came to us with a very clear and developed sense of what JAM stood for.
So to define the business’s values, all we really had to do was help them polish the wording a little, and encourage them to be boldly themselves - not self-censoring their articulation of values like “We give a shit”.
JAM’s refreshed brand was rolled out across its website, socials and presentation collateral.
“The team has been an absolute dream to deal with! We’ve found them to be super responsive, extremely insightful, and feel like they understood us and our brand from the very beginning.”
Emma Clegg, JAM The Label
