BACKGROUND AND HISTORY.
As a relatively young business, JTR Collections had become remarkably successful thanks to their fresh, modern and innovative approach to enforcement and debt collection. However, their unique voice was struggling to be heard throughout the industry. To help the company permeate through the noise, JTR Collections identified the need to craft a unique identity to complement their unique business approach.
There is a stigma surrounding the enforcement industry that debt collection is heavy handed, crowded with uncaring bailiff’s and dictated by fear. This was a misconception that JTR were aiming to debunk.
However, the company’s existing identity lacked an identifiable personality and story that matched their values. The company simply blended into the background amongst the rest.
JTR needed a balanced brand that was vibrant, energetic and approachable but focused on building trust and offered security.
EXPLORATION AND DISCOVERY.
After a thorough Brand Audit, we identified that the new identity had to be centred around trust and a willingness for change. JTR pride themselves on the ability to meet performance targets, as well as considering the needs of customers trying to repay these debts. So it was clear that new brand had to be multifacted and appeal to both Local Authorities and the Debtor.
We concepted various ideas and eventually honed in on a ‘chain link’ as a clear association, representing strength, trust, teamwork and security – all major factors in the psychology of debt management.
With a clear direction, we fleshed out some concepts that would resonate with the brand values.
After a few rounds of collaboration with JTR, we refined the new marque into it’s final guise delivering an identity that was colourful, interesting and unique. The new brand experience captures JTR’s essence of human values, trust and togetherness.
IN THE WILD
Once the final brand marque was developed, we carried the styling through to various marketing materials, such as a company brochure, event banners and flyers – all with the unique JTR signature style.
The result was a brand that achieved huge recognition culminating in a nomination for an industry award.