At Evil Empire, our henchpeople have the skills to provide clients with diabolically good branding, reflecting an organisation’s core values and identity clearly for all to see.
From initial concept to creating content, including brand guidelines and collateral, our team brings businesses to life.
This is exactly what we did for our client Jannaways, when the business outgrew its original identity and needed branding that reflected the depth and credibility of its work. In order to achieve this, our team had to come up with new branding that signalled authority and professionalism, whilst also maintaining the brand’s signature warm and human-centric approach.
Armed with knowledge from our discovery session, the Evil Empire team retreated to the lair and started work on a full rebrand. Jannaways’ requirements included:
- Options for a new name
- New branding concepts
- Graphics and icons
- A bespoke colour palette
A fresh website design including new photos
It was all-hands-on-deck to give Jannaways the glow-up they deserved.
Background:
Jannaways has established itself as a trusted partner for purpose-led businesses, from charities and housing associations to social enterprises and values-driven SMEs. Since its inception, the company has built a reputation for bringing clarity to complexity, enabling leaders and teams to manage change with confidence and humanity.
Their distinctive approach, balancing structure with empathy and tools with trust, has created lasting impact for clients navigating digital transformation, governance challenges and organisational growth.
Led by Rachel Jannaway, Founder, Director and Principal Consultant, Jannaways helps leadership teams see the systems they are already operating within, so they can act with greater confidence, coherence and care.
Empire-worthy ambitions:
Jannaways approached Evil Empire with the objective of creating a new brand identity that successfully communicated credibility, depth and impact, without losing the warmth and accessibility that clients valued in the existing brand.
We spent time with Rachel, drilling into her brain (metaphorically, obviously) to get to the crux of her ambitions for the business. Armed with this brief, we began to hatch the perfect plan…
A key aspect of the re-brand was to ensure that the brand’s warmth and human-centric approach was not lost amongst the ambition to position the brand for the kind of work Jannaways was already doing. We needed to strike a balance between professional and accessible in the new branding.
With a devilishly good plan in place, Evil Empire began to take action. With lots to do, our team worked closely with Jannaways to bring the new brand to life.
Here’s what we did:
A new name for our client was the first step in the process. The company was incorporated as Jannaway Freelancing Ltd in 2023. The new name needed to reflect the ambitions of the business. We came up with a longlist of ideas to develop, from the subtle to the more abstract and innovative. In close consultation with Rachel, it was decided that Jannaways allowed for a degree of continuity whilst delivering a sense of growth and authority.
Once the name had been decided, a refreshed visual identity would bring the brand to life across all touchpoints.
This would include:
- A new logo
- An updated brand colour palette
- New typography that reflected the brand’s approachability and authority
Next, the website was redesigned as the strategic hub of the brand.. Built in HubSpot, the website integrates seamlessly with the CRM and marketing automation tools to enable effective lead tracking and nurturing.
The new website showcases Jannaways’ methodology, highlights case studies and provides clear pathways for engagement.
It was clear from the outset that LinkedIn was best suited as our client’s main social media channel, so our team developed a LinkedIn strategy built around Rachel’s thought leadership content, positioning Jannaways as a distinctive voice in the sector.
Finally, to ensure the new brand was able to build authority and trust with its audience, we created a content marketing strategy including blog content, case studies and downloadable guides, all of which will be available on the new website.
The results:
The rebrand gave Jannaways a visual identity that matches the calibre of the work. The new website, built in HubSpot, integrates the 5 Lenses diagnostic framework, a monthly article series, and clear pathways for organisations to explore how Jannaways can support them. The LinkedIn presence now showcases original thought leadership content that consistently drives engagement from the charity and purpose-led sector. The brand feels both professional and human, which is exactly the balance Rachel needed.
Another diabolical plan perfectly executed by our experts.
Who said what?
“Evil Empire understood what we were trying to do from the first conversation. The discovery process was rigorous and that rigour showed in the result. The name, the website, the visual identity all feel like us, just clearer and more confident. Since the rebrand, people comment on how much the brand feels like me: warm but credible, clear without being corporate. Working with their team was straightforward, creative, and genuinely collaborative.”
Rachel Jannaway, Founder and Director, Jannaways
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