Juma

Crafting a brand experience as unique and powerful as the people behind it.


PROJECT OVERVIEW

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.


CAPABILITIES
Brand Identity
Campaign Creation
Creative Production
Web & App Development

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.

Honeylove

A bold identity for the new generation of women’s shapewear.


PROJECT OVERVIEW

Honeylove was created to solve for the shortcomings of traditional shapewear, and deliver a revolutionary, high-end product that would serve and empower its customers. To tell this story, Honeylove reached out to JMS for strategy and branding leadership.

We set out to develop a set of brand guidelines to serve as the clear source of truth for all things Honeylove—from messaging to brand objectives, typography to colorways, and packaging design for real life Honeylove customers. Articulating how the brand shows up in the world was our focus, with all assets working to support that aim.

CAPABILITIES
Research & Insights
Brand Messaging
Design
Campaign Creation
Creative Production
Film & Video Production