Industry
Transport
Services
Brand Evolution, Social Media, Digital, Web Design, Print & Editorial
Through discussions with the JATEC leadership team and an analysis of the current identity, we determined the most distinctive brand asset was the 'splash' graphic that covered the side of the JATEC trucks. By expanding this graphic into a brand pattern, we were able to create a distinct & repeatable asset for the new identity to sit alongside a new colour palette and typography family–Owners by MCKL Type.
With the new visual identity in place, we began to codify the rules of the new identity in a new Brand Guidelines document. Covering everything from the company overview to colour breakdowns and typography settings, it gives staff quick access to the details that keep their content consistently JATEC. Working in Canva, we also created templates for social posts, business cards, letterheads and proposals, alongside new brochures and branded merchandise for staff. In the second phase, we built JATEC a new website that brings the identity to the place most new customers find the business first. Built in Framer, every page was created with a commercial purpose in mind. The News section shares articles and press coverage, the new Careers page supports future recruitment needs and a redesigned contact experience turns visits into enquiries. We also added content the old site lacked—including brand videos that introduce the people behind the business, an image gallery of the fleet at work and an FAQ section that answers customer questions before they pick up the phone.
