- Brand design
- Brand strategy
When a state-owned enterprise needed to shift to the private enterprise space, they asked Jonathan to help smooth the transition and help the organisation succeed.
Jonathan understood the complexities of the work and worked to ensure that the new brand continued to convey trustworthiness and solidity yet remained competitive and market-driven. The recommendation included taking the brand and identity towards the contemporary end of the spectrum – using bright colours that breathed life into the garage/workshop-type environments, making them more retail/customer-focused.
The locations, all in industrial areas, suffered from being hard to find, so painting the buildings bright orange and making oversized signage improved this. For the orange-painted branches, visitation increased by a third overnight.