Military Rebrand

Rebranding a military legend

Garden rebrand Janes the global defence intelligence agency. Starting with brand audit and research, we defined a clear path through a brand strategy that saw Janes change their direction from being known as a publisher of military magazines and yearbooks, to a forward thinking intelligence agency specialising in delivering relevant, unbiased defence data.....

Brand audit, market research, brand strategy, brand creation

A competitor and industry study told us that many colours had been taken up, however orange was a stand out opportunity. After exploring the colour palettes associated with the sector, orange felt fresh and contemporary, it reflected their new brand values and with a base of slate grey, it provides Janes with a balance of technology and strength.

A six month program saw us take their team through the branding process, from brand strategy through to creation, and then on to implementation. This included website IA, wireframes and page design, a series of brand videos, full brand and technical guidelines, a brand extranet, trademark advice, stationery design and template creation, PPT design and template creation, and even their masthead for their publications.