COpywriting — logo design — art direction — design
Global campaign to promote the voices of JLL’s black professional’s network. Celebrate their stories and individuality.
The Brief:
Due to a name change, we were tasked to rebrand one of JLL’s Business Resource Groups, the Black Professionals Network. The new brand needed to show a sense of pride for Black Professionals and demonstrate to their wider audience the message of inclusion, diversity, and equality. It needed to show their employees that they have a community and team within JLL where they can feel welcomed and have opportunity to grow. It needed to look fresh, on brand but not corporate.
Logos put forward for the new brand
Round one creative presented to client
The CONCEPTS:
The first concept is about expressing what it means to be part of the BPN and showcasing the great community at JLL. We wanted to ask people a series of questions so that we could illustrate the answers within the imagery. It’s about giving people a voice and a platform to inspire.
For the second, we proposed creating collages illustrating what motivates and inspires people, both personally and professionally. We also added the tagline “Be part of it” to encourage the audience to act and join.
The final approach focuses on the individual’s empowering trait; shining light on the people, the network, and the diverse community. The design is clean and minimal, with lots of white space, making the message and the individual the hero.
Final concept team adaption
The solution:
Concept three, with its clean and minimal design was the winner and developed further. It allowed each person to be the hero of the campaign and tell their own unique story. The call to action drives all viewers to an internal landing page that details the network and its ambitions. The messaging on team shots was tailored to diversity and being part of an innovative team/network.
