BRANDING A LED DISPLAY COMPANY
THE DETAILS MAKE GREAT EXPERIENCE
Imagine a little company working in a start-up way that enhances the scenery by providing led displays around basket-volley-hand-ball courts, football fields, finish lines, and many other installations to make great show experiences. This is JSG Technologies. JSG are the initials of the CEO Jean-Sébastien Gey. But JSG has a lack of identity, branding and a huge need of motion design skill to offer a complete range of services to its clients. This is why I joined the company in 2016 taking the charge of Lead Design and Communication strategist for 3 years.
STARTING FROM SCRATCH
TO DO LIST: EVERYTHING
Yes everything! Because, nothing has been made to tell the story and I think the people at JSG didn't imagine that Branding could be thought and beneficial. They didn't need nothing but a logo to make high value business! But the scale of the task was unfathomable: logo was so old that Carbon 14 didn't find its age out! The website was coded with the early-html 4 and the communication plan was limited to nil. But the nil was going to be killed by Neil!
I kicked off this collaboration by flushing out what their specific needs were and starting a plan to find a solution. Once everyone was aligned on what was the problem began the fun stuff: make everybody knows JSG is a huge Led Screen Display specialist.
Have a look below, I made the animation for Orange to be played in every stadium. The led screen used is a tobled.
A NEW IDENTITY
When Jean-Sébastien Gey created JSG Technologies, he didn't need a branding that speaks out loud. He has a good product and clients arrived without any communication. But when other companies came on this "niche", he had to rethink some things: it was time to create a Research & Development Service to make sure he stays at the top technology, to hire passionate sellers and to look like a real specialist.
Telling is not selling
We know that and we also know that asking questions sells. So, if you say 100 times you're the good one, not sure you're the chosen one. Julien Gaucher, Head of Sells & Sportainment specialist and I, decided to explore the Marketing side of our Design mission. We built a new offer, a new strategy, a Communication plan and we decided to work on a new identity with one goal: affirm the difference to make the difference.
STILL ONGOING PROCESS
I left my position at JSG because of my other activities (freelancer, teacher, writer) but I still collaborate with JSG on Motion Design). When I left, a responsive website has been launched with a brand new logo, new typography, new colors, new uniforms, new software (display manager), new UX and UI Design. But most important, JSG has earned new clients like Le Tour de France, the Europe NBA Game (London, then Paris), Pro teams in several sports a new place in the Big 3 Led Display Provider!
Credits : Julien Gaucher, Hugo Boucquard, Sébastien Leclerq & Florian Motteau (they coded the website with love), Seb Neil (Strategy & Art Direction), Benjamin Garot (Sport Plus Conseil, LNB All Star Game organizer), David Foulon (A.S.O. / Le Tour)