Juma
Crafting a brand experience as unique and powerful as the people behind it.
Since 1993, Jūma has empowered thousands of underserved teens in building the future of their dreams through its practical, actionable services. They aid teenagers in finding a job, setting up a bank account, and offering financial counseling and support as they cross the critical growth period of high school into college. Their team had been doing this important work for years, but the branding and marketing wasn’t adequately substantiating their mission and output. Enter JMS, who set to work building Jūma a new identity and supporting collateral, inspiring web experience, and a marketing program featuring Jūma students sharing their personal, insightful stories. JMS focused on elevating the brand with its most inspiring asset—the incredible, hardworking individuals whose lives have been changed by their relationship with Jūma. The result was something bright, hopeful, and hard to ignore—just like the teenagers they serve.
Raising The Bar
When it came to reimagining the word mark for the brand, JMS immediately saw the connection between the diacritic above the “u” in “Jūma” and the brand’s belief in the transformative power of hard work. The copy line “Raising the bar” came to encompass the spirit of Jūma, and pay homage to the word itself —which, in many African dialects, directly translates to “work.”
Before
After
I presented the brand identity to Juma’s CEO and select board members this afternoon. Unadulterated enthusiasm. We’re ecstatic.
Nick Hutchinson
Chief Development Officer, JUMA
CollegeSet
Due to the strength of success in Juma’s rebrand, their team awarded JMS the project of designing a crowdfunding website for their venture College Set. This sub-venture lets community members donate funds to students getting ready to start college.