We began with a series of in-depth brand strategy workshops to discover what Jama meant for stakeholders, how they’d thought of themselves before, and what direction they wanted to move in. Through these workshops, it became clear that, in order to embody their predictive product development, Jama needed to get bold. We created a brand strategy guide that placed Jama at the cutting edge with powerful language and strong brand characteristics. It was also important to maintain Jama’s identity as a trusted source and customer-centered company. This is key differentiator for them so we made sure to lean toward warm attributes rather than creating a more traditionally cool technical brand identity.

Our designers took Jama’s new strategy and ran with it, creating a series of beautiful logos: three for the sub-brands and one overarching parent mark. The main logo creates an abstract shape from the Jama J, each point coming together to catalyze the final mark. Representing the way that Jama helps clients to bring together the many components of complex processes, the logo signifies the innovation and collaboration that lead to new discovery. The fingerprint inspired pattern symbolizes the human touch Jama brings to each project and the relationship they build with customers.

Each sub-brand logo features Jama’s signature orange and builds an abstract shape that represents the key features of each product. For Jama Connect, we focused on bringing collaborators together in order to create. Gaining insight from an overarching view is one of the main components of Jama Analyze, which we represented as the peak of a graph-like shape. The intertwining Jama Services logo mimics the braided workflow of smooth collaboration and trust.

Together, this family of logos creates a sense of warmth and innovation.

Jama already had a series of guidelines for copywriting, but they needed these to be tied into their overarching strategy. Through workshops, we pinpointed key areas of voice and tone that helped to hone Jama’s brand character. From this, we created a series of guidelines to help Jama’s copywriters maintain a strong and consistent brand voice across all communication platforms.

New branding is exciting and Jama needed a fun way to reveal the new logos and strategy to employees. As an company with offices in both the U.S. and Amsterdam, Jama wanted to be sure that their branding was seen by their global audience. In order to introduce the new branding company-wide, we created an internal launch strategy that included an internal website that would reveal brand elements over the course of several days before revealing the new logos. This allowed anticipation to grow as each new element of the brand was revealed and also created a convenient way to share the branding with a large number of people. Employees also received a trifold brochure with all the brand elements and a beautiful branded tumbler.