J.A. Jennings
Welcome to the third retrospective of our work, looking back over the last 20 years of award-winning creative and exploring our favourite branding, design or digital projects that impacted our agency and our clients’ marketing achievements.
A fourth-generation, family-owned construction business, J.A. Jennings has been a staple of the greater New York City construction industry since 1917. In 2021, working with our U.S. partners G&S Business Communications, we pooled our talents and re-branded this prestigious east-coast bastion of building.
Through early exploration and initial discussions with the team at J.A. Jennings, it was evident that heritage and family were equally crucial to them as the quality and value of the projects they deliver. Therefore, family is at the core of the logo icon we constructed. Using four stylised ‘J’s to represent the four generations of Jennings, we reinvigorated their identity built on the sound foundations of family. The top left and bottom right ‘J’s use the negative space in the centre to form two arrows pointing at each other; this is a deliberate visual connection representing the partnership between family and client. The ‘J’s running from the bottom left to the top right are symbolically designed as ‘steps’, characterising progression and growth.
“est seamlessly translated the client’s aspirations into an elevated brand expression”
Ashley Eisner
Account Director, G&S Business Communications
The simplicity of the icon allows for easy and expanded implementation across many materials, using clean lines and strong angles, inferring a solid build, quality and high standards. The icon construction is playfully carried into the brand’s visual language and locked into a simple, understated logotype. The team at G&S Business Communications worked with the directors at J.A. Jennings to revise the corporate mission, vision and values and built website content that aligned with existing customer perspectives and the needs of new prospective businesses.
With a solid, meaningful logo and brand identity coupled with informed and relevant content, it was far easier to construct a new website. The website design is a purposefully built lead generator, but it is not deliberate in its approach, relying upon high-value case studies, big splash visuals and strong call-to-action to guide the user to connect.
Do you need your brand re-constructing, or your website better built to attract new business?