JKR Web Content Map AllV2

Work About News Careers Foundation
Your Hair, Your Form

CLIENT
Form
WHAT WE DID
For women with coarse or curly hair, the ethnic hair care aisle leaves much to be desired. It Brand Strategy
can feel like the options available are stereotyping and complicated, forcing women to piece Brand Identity
together a routine from whatever’s available. It’s about time things got simpler and more Brand Messaging
effective. Photography
Packaging Design
RECOGNITION
xx
xx
xx
xx
SOLUTION
Working from the ground up,

we partnered with Walker and
Co. to reflect this sea change
in the industry. From naming
to packaging to content, we
created an empowering brand
that reflects new possibilities for
you, your hair and your FORM.
Form wants to be both inclusive

and minimalist, serving a diverse
audience with just a handful of
products and guiding women
who feel overwhelmed by all the
choices available to them.
RELATED PROJECTS
New York London Shanghai Singapore
85 Spring Street 30 Oval Road Unit 1102, The Base 11 Beach Road #01-01
5th Floor London NW1 7DE 45 North Caoxi Rd, Singapore 189675
New York, NY 10012 Xuhui District
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
+1 347 205 8200 london@jkrglobal.com singapore@jkrglobal.com
© Jones Knowles Ritchie 2018 newyork@jkrglobal.com +86 021 6090 4615
shanghai@jkrglobal.com
Play, Learn, Grow

CLIENT
Form
WHAT WE DID
For over 25 years, Dream has provided inner-city youth with opportunities to Play, Learn and Brand Strategy
Grow, helping to teach and inspire kids to recognize their potential and realize their dreams. Brand messaging
Brand architecture
Starting as a small after-school baseball team in 1991 in an undervalued part of Harlem, Identity
Dream has grown into a Charter School and become a nationally recognized leader in youth Photography
development. The organization needed to reflect this growth and plan for future expansion in Film
the Tri-State area and beyond.
RECOGNITION
xx
xx
SOLUTION
From naming to purpose to

identity to uniforms, we
re-envisioned a Dream that
was fit for the future.
Empowering kids, teachers, and communities
alike, the new brand brings a bold, clean sensibility
to match each Dream student’s ambitions. Since
the system rolled out, Dream has opened a new
charter school in Newark as well as a high school in
the South Bronx, fulfilling their ongoing mission to
support dreams everywhere.
The passion and care that the JKR

team brought to our organization were
matchless. With their expertise, our
27-year-old organization successfully
rebranded to better represent who we
are and what we do. Ultimately, their
work will help DREAM to advance our
mission to more neighborhoods and
cities all around the country.
Rich Berlin, Founder, Dream
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Making Gut Health Digestible

CLIENT
Gut Stuff
WHAT WE DID
Guts have never been so important. But while new research reveals more about the link Brand Strategy
between our gut health and general wellbeing, the facts are being lost amidst the fads. Brand messaging
Luckily, The Gut Stuff is here to get to the bottom of it. Brand architecture
Identity
Their goal is to make gut health digestible, simplifying the science so we all know our insides Photography
inside out. Our identity found the perfect medium to help their message blow up: balloons. Film
Humanising and humorous, the branding makes talking sticky subjects easy, with animation
ensuring our world is as unique and ever-evolving as the human gut itself. RECOGNITION
xx
xx
SOLUTION
In short: every gut is unique.

Our identity had to be the
same, ever on the move and
different each time you saw
it: just like our guts
We found the perfect metaphor: a bright pink balloon.
We could twist and mould it as we pleased, both making
the science easily digestible and creating a platform for
quirky animation and provocative copy
When we first wanted to do “The Gut

Stuff” a lot of people told us doing this
and even using the word “gut” would
ruin our careers and nobody would
be interested! Thanks to the JKR team,
we’ve made it bloomin’ cool and got
everyone talking about it.
Lisa Macfarlane, Co-founder, The Gut Stuff
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Dunkin’ Proud
CLIENT
Dunkin’
WHAT WE DID
Over the past 12 months JKR has been helping Dunkin’ get on a first name basis with Brand Strategy
America and today we’re proud to see the launch of their next chapter. We worked Brand Identity
closely with the Dunkin’ team to create a new visual identity, as well as develop brand- Brand Messaging
voice, store experiences, social media content, and strategic platforms for seasonal Photography
and new-to-world innovations. Packaging Design
Launch Campaign
Social Media Content
Store Experience
SOLUTION
We asked ourselves: Although

we had permission to change
Dunkin’, why would we? The
association with pink, orange
and bubbly typography is
over 40 years old. The new
unapologetic identity proudly
captures the nostalgia of the
brand, amplifying it for the
present day.
We helped Dunkin’ get on “First

Name Terms with America”
with over one billion impressions
in the first 24 hours of release,
helping Dunkin’ become a US
trending moment on Twitter.
FEATURED
CNN
Stephen Colbert
New York Times
Esquire
The Guardian
Forbes
Buzzfeed
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Blacken the World

CLIENT
Sweet Amber Ventures
WHAT WE DID
How to create a New To World brand that showcases the craftsmanship of two masters; Dave Brand Creation
Pickerell and Metallica. Whilst retaining the credibility of a quality Whiskey. Naming
Brand Strategy
Brand messaging
Identity Pack + Collateral
Communication strategy
Photography
Film
SOLUTION
The base strategy “Hands of

the Master” guided the full
brand concept, from visual
identity to brand film and
OOH. We created a holistic
and consistent brand that
embodied both masters’
passion and perseverance to
create something great.
Lorem ipsum dolor sit amet,

consectetur adipiscing elit.
Etiam non risus ipsum. Mauris
nec turpis fringilla, pulvinar leo
at, feugiat augue. Maecenas in
lacus at lectus pharetra volutpat
elementum in dolor.
FEATURED
Rolling Stone
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Filling In The Gaps

CLIENT
Social Mobilty
Foundation
Founded in 2006 to broaden the opportunities of high-achieving young people from low- WHAT WE DID
income backgrounds, SMF had grown to support more than 1,600 young people every year. Brand Creation
Naming
But more than a decade after launch, its visual identity had started to lag behind. Brand Strategy
Brand messaging
Our challenge was to create a bold, contemporary solution that would put the charity’s Identity Pack + Collateral
mission front and centre and be simple to execute across key touchpoints. Taking into Communication strategy
consideration SMF’s charitable status, it also needed to be practical and cost-effective, Photography
leveraging existing photography and assets in new way. Film
SOLUTION
Simply put, social mobility is

defined by free movement
between different levels in
society. This idea became our
creative launch pad. We let
it run through the new visual
identity, to create an impactful
wordmark, applying the same
sense of upward momentum to
every touchpoint.
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
The Ugly Truth

CLIENT
Ugly
WHAT WE DID
In a world of fake news and artificial sweetener, Ugly keep it real: a 100% natural alternative Brand Strategy
to the sugar-loaded mainstream. We channelled that rebellious spirit into a brand unafraid to Brand Identity
speak The Ugly Truth. Brand Messaging
Photography
Ugly makes fruit-flavoured sparkling water. But they also do a little more than that. Since their Packaging
launch, they’ve stood against a multi-billion dollar industry that over-promises and under- Design
delivers. But to truly take their message to the masses, they needed a defined purpose and a Brand Voice
brand identity able to deliver it. OOH
Point-of-Sale
Digital
SOLUTION
Channelling the rebellious

spirit of the founders and the
no-nonsense approach of
their drink, we created a brand
with the power to truly say the
unsayable… while still leaving
you with a smile on your face.
We call it The Ugly Truth.
With business growing by

100% month to month since
launch, the new branding has
been responsible for driving
sales of over a quarter million
new cans across the U.K.
RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Enjoy Freely
CLIENT
Ugly
WHAT WE DID
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam tincidunt velit id risus tincidunt, Brand Strategy
ut porttitor quam maximus. Sed pulvinar pretium justo eget molestie. Nullam aliquam ut Brand Identity
lectus at varius. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam tincidunt velit Brand Messaging
id risus tincidunt, ut porttitor quam maximus. Sed pulvinar pretium justo eget molestie. Nullam Photography
aliquam ut lectus at varius. Packaging
Design
Brand Voice
OOH
Point-of-Sale
Digital
SOLUTION

Etiam tincidunt velit id risus
tincidunt, ut porttitor quam
maximus. Sed pulvinar pretium
justo eget molestie. Nullam
aliquam ut lectus at varius.

RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Forage
CLIENT
Ugly
WHAT WE DID
lectus at varius. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam tincidunt velit Brand Messaging
id risus tincidunt, ut porttitor quam maximus. Sed pulvinar pretium justo eget molestie. Nullam Photography
aliquam ut lectus at varius. Packaging
Design
Brand Voice
OOH
Point-of-Sale
Digital
SOLUTION


RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
A Scherzo of Colour
CLIENT
Miller Harris
WHAT WE DID
Inspired by the novel’s fleeting moment of transcendence: “a scherzo of colour”, in a Riviera Brand Strategy
Garden, Miller Harris set perfumers, publishers, florists and designers alike a challenge: to Brand Identity
bring Fitzgerald’s words to life. Brand Voice
Packaging
Structure
Launch Activation
Digital
SOLUTION


RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557
Title
CLIENT
Miller Harris
WHAT WE DID
lectus at varius. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam tincidunt velit Brand Voice
id risus tincidunt, ut porttitor quam maximus. Sed pulvinar pretium justo eget molestie. Nullam Packaging
aliquam ut lectus at varius. Structure
Launch Activation
Digital
SOLUTION


RELATED PROJECTS
+44 (0) 20 7428 8000 Shanghai, PRC, 200030 +65 6557 2557

JKR Web Content Map AllV2

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

JKR Web Content Map AllV2

Uploaded by

Copyright:

Available Formats

Work About News Careers Foundation

Your Hair, Your Form

Working from the ground up,

Form wants to be both inclusive

New York London Shanghai Singapore

Play, Learn, Grow

From naming to purpose to

The passion and care that the JKR

New York London Shanghai Singapore

Making Gut Health Digestible

In short: every gut is unique.

When we first wanted to do “The Gut

New York London Shanghai Singapore

We asked ourselves: Although

We helped Dunkin’ get on “First

New York London Shanghai Singapore

Blacken the World

The base strategy “Hands of

Lorem ipsum dolor sit amet,

New York London Shanghai Singapore

Filling In The Gaps

Simply put, social mobility is

New York London Shanghai Singapore

The Ugly Truth

Channelling the rebellious

With business growing by

New York London Shanghai Singapore

Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet,

New York London Shanghai Singapore

Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet,

New York London Shanghai Singapore

Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet,

New York London Shanghai Singapore

Lorem ipsum dolor sit amet,

Lorem ipsum dolor sit amet,

New York London Shanghai Singapore

You might also like