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professional services marketing

Case study: JLCA - How a logo can help unlock brand value

Posted by Rita Kilroy on Tue, Jun 27, 2017

How a logo can help unlock brand value


Download the case study:

Download the case study

Name: JLCA

Solution: Visual Identity Program

Industry: Media, Communications

Location: Perth, Australia

Why imageseven:

visual identity
brand management
proactive and responsive 
flexible team 
Download the case study

about JLCA

JLCA is the evolution of John Le Cras + Associates, established in 2011 by Director, John Le Cras. Working across a range of disciplines, the team of associates at JLCA work with a range of professionals to help clients create engaging and effective communication.

Case study: JLCA - How a logo can help unlock brand value

the challenge

To develop a new logo or rebrand to communicate the evolution from John Le Cras + Associates to JLCA, a team of associates.

John Le Cras, Director of JLCA reflects on why he reviewed the visual identity of the firm.

"I loved the existing logo, but it didn’t reflect the expansion and evolution of the business to include a wider team of associates. I needed something that signalled meaningful change and made the new position of the firm clearer to the marketplace. imageseven had completed similar projects, was familiar with my business and understood what I was trying to achieve, so I knew I could trust them to create an accurate visual identity to capture the new approach my firm was taking," said John Le Cras, Director of JLCA.

As a result of the challenge JLCA was facing, imageseven proposed a solution.

the solution

Research was carried out to review the current logo, its usage and deployment. imageseven developed a series of early concepts for JLCA review and input with view to creating a set of master logos.

For an established business, a strong visual identity represents a significant brand asset. So, making the decision to change a logo or other aspects of a visual identity is an important departure for any business. That said, if your intent is to signal meaningful change and make your positioning clearer for the marketplace — rebranding is a valid decision.

This point wasn’t lost on John Le Cras, Director of JLCA, who has over 30 years’ experience as a journalist, news editor and senior marketing and public relations executive.

After receiving the brief from John, our first response was to undertake some research and discovery to review the current logo, its usage and deployment. The tactical execution was considered as part of the discovery process; the new logo would be applied to website banners, signage and business stationery.

Following the research stage, we presented a series of concepts and typefaces for John’s review and feedback. As part of the review process, John showed the imageseven team a short video that captured the essence of how he views communication. This provided the impetus for the final logo refinements and the presentation and approval of the final logo. 

the outcome

During the briefing stage, John had indicated that he wanted to launch the new logo and visual identity at the start of the 2015/2016 financial year. The final master logos were delivered to JLCA prior to the start of the new financial year and successfully rolled out across the firm.

about imageseven

imageseven is an integrated marketing communications firm. You can think of us as message architects who build businesses. We work with business owners and leaders to lift their communications and brand to reveal the true value they deliver to their customers.

To find out more about imageseven’s visual identity program, please download our ebook below.

Visual Identity Program 

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This blog was written by Rita Kilroy

Rita is a Senior Account Manager at imageseven and a Marketing Communications professional originally from Ireland. When she isn’t busy writing blogs or managing her clients, she is either going to the gym, surfing or hanging out at the beach.


Topics: imageseven, Branding, Communication, Marcom, Rebranding, Professional services marketing, PSM, Professional services, brand perception