{"id":462,"date":"2014-06-04T17:02:53","date_gmt":"2014-06-04T17:02:53","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=462"},"modified":"2023-09-14T07:45:38","modified_gmt":"2023-09-14T07:45:38","slug":"new-visual-identity-australian-office-furniture-retailer-jason-l","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/06\/new-visual-identity-australian-office-furniture-retailer-jason-l\/","title":{"rendered":"New Visual Identity for Australian Office Furniture Retailer Jason.l"},"content":{"rendered":"

Jason.L is an Australian online office furniture retailer, founded in 2009. The brand became quickly successful, so in order to distinguish itself from the rising amount of competitors, Jason.l decided to introduce a new visual identity designed by Re from M&C Saatchi Group.<\/strong><\/p>\n

Jason.L is a company that entered into the office furniture industry in 2010, and one which has significantly grown in just a few years.<\/p>\n

The company\u2019s point of differentiation is to sell high quality office furniture directly from factories, avoiding retailers and agents. This strategy allowed the brand to keep prices low and grow a robust base of loyal customers.<\/p>\n

\"jasonL_office_furniture_rebrand_australia_new_identity_logo_before\"<\/a>
The original visual identity (before)<\/figcaption><\/figure>\n

The challenge:<\/h1>\n

Within just a few short years, the company had managed to become a strong player in the industry. However, Jason.l had to face fast-growing competition, and needed a new visual identity that would elevate the brand to another level.<\/p>\n

The main challenge was therefore to create a new identity that would improve the brand\u2019s image and differentiate Jason.l from other competitors.<\/p>\n

The strategy:<\/h1>\n

The rebranding strategy was elaborated by Sydney-based agency Re, which focused on creating a new visual identity in accordance with Jason.l\u2019s brand personality. The company has indeed built its business around three main values: being friendly, upfront and helpful, as suggested by the tagline \u201cyour office furniture mate\u201d.<\/p>\n

\"The<\/a><\/p>\n

The original brand visual representation reflected the brand\u2019s personality but didn\u2019t mirror the established brand Jason.l has become. For instance, the original mascot was not perceived as very professional. The agency therefore replaced it with a series of modern office furniture characters with a friendly and fun attitude. \u201cThese form the basis of an identity system that not only reflects what Jason.l sells, but the way they do business \u2013 a little out of the ordinary.\u201d (cited in Rebrand<\/a>).<\/p>\n

Along with refreshed mascots, the agency came up with:<\/p>\n