Jm2
Brand Identity & Evolution
How do you create a brand identity that communicates services clearly while building a strong and recognisable presence?
Overview
Led the development of the Jm2 brand, creating a clear and cohesive identity for a cleaning and landscaping service business.
The project focused on building a recognisable and accessible brand that communicated services clearly while establishing a more confident and consistent visual presence.
The Challenge
The existing brand lacked clarity and consistency, making it difficult to communicate Jm2’s services effectively.
The challenge was to create a more structured and recognisable identity that remained approachable while supporting a broader audience.
The Idea
The rebrand focused on creating a clear, service-led identity that prioritised clarity and accessibility.
I developed a visual language built around simplified illustration and structured graphic elements, designed to communicate services quickly while maintaining a consistent and recognisable presence.
The system was designed to scale across multiple touchpoints, supporting a wide range of content while maintaining clarity and cohesion.
My Role
I led the brand development, defining the visual identity and building a system that could be applied consistently across the business.
This included defining the logo, colour palette, typography, and overall visual language, as well as creating assets across digital, marketing, and operational touchpoints.
Outcome
The result was a cohesive and recognisable brand that improved how Jm2 communicated its services, helping to establish a stronger and more consistent presence.
The identity provided a strong foundation for the business as it continued to grow.The identity was applied across a range of outputs, including:
• Website and digital platforms
• Marketing and service communications
• Internal and external brand touchpointsEach application was designed to demonstrate how the system performs in real-world use, maintaining clarity, consistency, and ease of understanding.
Next Phase
As Jm2 has grown, the business has expanded beyond its original service offering into a full-service facilities provider.
I am currently evolving the brand to reflect this shift, developing a more structured and corporate visual language aligned with its broader capabilities and market position.
The next phase of the brand is currently in development.