Joining Jack is a charity founded in 2012 by Alex and Andy Johnson after their son, Jack, was diagnosed with Duchenne Muscular Dystrophy, a severe muscle-wasting condition. The charity is dedicated to funding research and raising awareness to find a cure for this currently incurable disease.

Brand Development Approach

To create a compelling and recognizable brand identity, we developed a unique hand gesture: linking two index fingers to form the initials 'JJ'. This simple yet powerful symbol was designed to be easily replicated, fostering widespread recognition and support. The brand's visual identity was crafted to align seamlessly with this gesture, featuring two interconnected 'J's, reinforcing the unity and purpose of the charity.

Implementation and Impact

The 'JJ' salute quickly gained traction, especially within the rugby community. Prominent players, including Owen Farrell, adopted the gesture during matches, significantly boosting the charity's visibility. This widespread adoption of the 'JJ' salute has been instrumental in elevating the charity's profile, leading to increased awareness and funding for Duchenne Muscular Dystrophy research.

GB7s, representing Great Britain's rugby sevens teams, sought a dynamic rebranding to symbolize a new chapter in their journey. The goal was to create a logo that encapsulates national pride and the sport's energy.

Brand Development Approach

We crafted a distinctive logo by transforming the bottom left section of the Union Jack into the number '7'. This design seamlessly merges the iconic British flag with the essence of rugby sevens, reflecting both heritage and athleticism.

Key Elements of the Brand Identity

Logo Design: The innovative '7' formed from the Union Jack's bottom left corner serves as a powerful symbol of national pride and the dynamic nature of rugby sevens.

Colour Palette: Utilising the classic red, white, and blue hues reinforces the team's British identity while conveying strength and unity.

Typography: Bold and modern fonts were selected to complement the new logo, enhancing the brand's contemporary appeal.

Club DNA approached us with the concept of developing a comprehensive asset management platform tailored specifically for football clubs. They sought our expertise to create a brand identity that would resonate with their target audience and reflect their innovative approach to football asset management.

Brand Development Approach

Our goal was to develop a brand identity that encapsulated the platform's focus on football and its role as an integral part of a club's operations.

Logo Design: To visually represent the platform's football-centric focus, we designed a modern and dynamic logo featuring a stylised football, directly linking the brand to the sport. Additionally, we creatively linked the letters 'B' and 'D' within the logo to symbolise the seamless connection and integration that Club DNA offers to football clubs.

Colour Palette: We chose professional and trustworthy colours to align with the platform's commitment to delivering reliable solutions to football clubs.

Typography: Clean and contemporary fonts were selected to enhance readability and reflect the platform's user-friendly interface.

When owners, Emma and Simon envisioned opening a Mediterranean-inspired restaurant in Standish, they sought a brand identity that would seamlessly blend their culinary focus with the local community. They approached us to develop a name and brand that encapsulated both their location and the essence of their Mediterranean offerings.

Brand Development Approach

Name Creation: Recognising the opportunity to incorporate the locale into the brand, we proposed the name "Dish," subtly highlighting the "Standish" connection while emphasizing the culinary aspect.

Logo Design: To evoke the Mediterranean ambiance, we integrated a floral pattern into the background of the logo, drawing inspiration from traditional Mediterranean designs.

Typography: We selected a font that balances modern elegance with a welcoming feel, complementing the overall aesthetic and ensuring readability across various mediums.

Johnny Whittle, the owner of Major Oak LLP, came to us with a clear vision for his consultancy firm specialising in legal and financial services. Johnny wanted a brand identity that reflected the firm’s core values of stability, expertise, and longevity, while also setting it apart in a competitive market. The key elements he envisioned were an oak tree, symbolising strength, and a calligraphy-style design. Johnny also wanted the logo to incorporate gold, emphasising the firm’s expertise in finance and conveying a sense of prestige and high-end service.

Brand Development Approach

Logo Design: The challenge was to combine the oak tree symbol with a sophisticated, artistic style. We created a calligraphy-inspired oak tree with flowing, detailed lines, representing precision and attention to detail. This design also highlighted the firm’s strong roots in the financial and legal sectors, while conveying a modern, forward-thinking approach.

Colour Palette: Gold was the standout choice, symbolising wealth, success, and the firm's financial expertise. The gold accents were applied strategically to give the logo a premium, high-end feel, while the deep greens and browns grounded the design in tradition and reliability. The result was a sleek, professional identity that felt both luxurious and rooted in expertise.

Typography: We selected a refined serif font to complement the elegant oak design, balancing sophistication with readability. This modern typeface added professionalism to the overall look, while the gold accents tied everything together for a polished finish.

Implementation: The design was created to be adaptable across digital and print media—from business cards to websites—ensuring that the gold elements remained impactful and the brand stood out in every format.

Outcome and Impact

The final design captured the essence of Major Oak LLP’s values—strength, trust, and financial expertise—while presenting a sophisticated, modern look that reflects the firm’s premium service offering. Johnny was thrilled with the result, and the brand quickly resonated with clients, helping Major Oak LLP stand out in a competitive industry.

This refined, memorable logo has established a strong, recognisable presence for the firm, positioning them as a trusted name in financial and legal consultancy, while elevating their reputation in the marketplace.

Joe and Wayne, owners of Performance3, came to us to create a brand that would reflect their consultancy’s core offerings: coaching, team development, and experiential learning. They wanted a logo that embodied the connection between these services, using the triquetra symbol to represent balance and synergy. The design needed to convey professionalism and growth, with a color palette focused on blue to evoke trust and clarity.

Brand Development Approach

Logo Design: The triquetra, a symbol of interconnectedness and harmony, was the perfect fit to represent Performance3’s three main services. We created a sleek, modern triquetra design with clean, flowing lines to convey energy and progress, while maintaining a strong, unified feel that reflected their services working together.

Colour Palette: The brand’s color scheme featured three complementary shades of blue, a colour associated with trust, professionalism, and clarity. The use of varied blue tones created depth and visual interest, while reinforcing the brand’s themes of stability and growth.

Typography: A contemporary sans-serif font was selected to complement the bold, geometric design of the triquetra. The font’s clean lines ensured a modern, professional appearance, balancing the logo’s dynamic energy with readability.

Implementation: The logo’s versatility ensured it was adaptable across all digital and print mediums. Whether used on websites, business cards, or promotional materials, the triquetra and the blue colour palette provided a consistent, impactful visual identity.

Outcome and Impact

The final brand identity perfectly captured the essence of Performance3’s services—coaching, team development, and experiential learning. The triquetra, combined with the complementary blue tones, created a powerful, cohesive logo that spoke to the business’s focus on balance, growth, and the strength of collaboration.