JadeCompanies

OVERVIEW
Jade Companies, initiated by Jade Nielsen in 1990 as a passion project, now thrives as a pivotal force in the Fargo-Moorhead-West Fargo community with its creed of enriching local events, arts, and culture.

Specializing in live entertainment production, from intimate concerts at the Fargo Theatre to large-scale events at Bluestem Amphitheater, Jade Companies orchestrates 150 events annually, fostering unparalleled community engagement and cultural enrichment. With a dedicated team passionate about creating unique experiences, Jade Companies stands out by making every day an adventure in event production.

As we look to the future, Jade Companies remains committed to its mission of being a community cornerstone, continually enhancing the local cultural landscape and bringing people together through exceptional live events.

CLIENT
Jade Companies
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ROLE
Graphic Designer
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LOCATION
Fargo, ND
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BRIEF
Redesign the Jade Companies' logo comprehensively to capture the essence of the old brand with a focus on consistency, clarity, and responsiveness across various platforms and merchandise, ensuring a cohesive brand identity.

CHALLENGE

The Jade Companies needed a brand refresh to more accurately reflect their values of growth, expansion, connection, unity, and togetherness. Their existing logo was outdated, lacked visual impact, and did not effectively communicate these key attributes. Additionally, the logo's adaptability across various mediums and formats was limited, hindering brand consistency and recognition.

SOLUTION

To address these challenges, a comprehensive redesign of the Jade Companies' logo was undertaken. The new design ingeniously incorporated an umbrella symbolizing protection and coverage, alongside an arrow to represent movement, growth, and direction. Special attention was given to ensuring the logo maintained a consistent width and optical spacing, ensuring clarity and visual harmony. A responsive logo format was developed to ensure the logo's adaptability across different platforms and scales, from digital mediums to physical merchandise. This included creating custom designs for stationary, pencils, envelopes, notebooks, business cards, and vehicle decals, ensuring a cohesive and versatile brand identity.

RESULT

The redesigned logo and its application across various mediums significantly enhanced the Jade Companies' brand image. The integration of the umbrella and arrow within the logo successfully communicated the values of growth, unity, and expansion, resonating with both existing and potential clients. The meticulous attention to detail in terms of consistent width, optical spacing, and responsive formatting ensured the logo's effectiveness and recognizability across all applications. The deployment of the new logo on stationary, business materials, and vehicle decals greatly improved brand visibility and cohesion, contributing to a stronger market presence and a unified brand message.