Brand strategy and design
How do you balance a 150 year legacy with digital innovation? With an Amorphous brand strategy and visual identity.
The corporate identity challenge
Established in 1853, Juta is one of South Africa’s most reputable law and academic publishers, but their visual branding did not represent their focus on innovation and digital transformation. They needed a visual identity strategy and design that positioned the company as the market leader they are.
The brand strategy solution
Successful branding looks beautiful, but before we start the design process, we develop a brand positioning strategy using an Amorphous proprietary tool. This incorporates the business goals of the company, its internal values and how it engages with its customers.
This becomes the foundation for the experiential brand elements – how the brand looks and sounds to its various audiences, which in this case is legal professionals, small business owners, universities, lecturers and students.
The design results
By basing our design on strategy, we developed a brand identity for Juta that combined their heritage with their focus on digital transformation. It included a fully responsive logo, photography treatment and guidelines, corporate collateral, such as business cards and digital stationery, and various design elements that were used in advertising, social media and their website.
Corporate identity design