At first, we thought Jitjatjo sounded too idealistic for reality. A hospitality staffing platform dedicated to bettering the lives of every human who used it. But when we saw how they are using technology to implement empathy, empowerment, and fairness on an individual level, we were convinced and in 2019 we rebuilt the brand from the ground up, giving them a new logo, identity system, and brand platform.
The name Jitjatjo has stopping power, but how do you even pronounce it? Clarity and legibility were job one in our redesign. Through refinement and simplification we turned the existing elements into cues to help the audience. Using the j’s in the name to set a cadence for reading and speaking, focusing the use of purple, and maintaining a tri line icon are just some examples. The result was a bolstered, legible, confident brand anchored in a modern color palette and expressed with a full library of human forward photographic assets.
A hero film was created to celebrate the new brand platform, featuring actual Jitjatjo users sharing personal stories. These branded elements extended into real-world applications that included an out-of-home print campaign, business partner stickers, and designs for their new member centers (physical locations where Jitjatjo employees can sign up, network, and attend training or social events). It all culminated in a comprehensive brand guidelines document that can be used for further implementations in 2020, as we look to expand the brand globally.
Gold in Logos 2020
Silver in Branding 2020
Brian Dunn - Designer
Designer: Brian Dunn, B-Reel
Executive Creative Director: Jonathan Graham, B-Reel
Lead Designer: John Olson, B-Reel