JRi is a lead-generation performance marketing agency based in Florida. The assignment was to create for them an ownable and differentiating brand in a category of marketing agencies that all say they do the same thing.

I have a three-phased approach to brand assignments such as this. The first is what I call Brand Discovery. I interview the owners and key stakeholders to understand what they believe they stand for, what they think the company can achieve and what meaningful role they play in their client’s/customer’s lives. Basically I make them answer the question, why JRi?

 The second phase is what I call Brand Positioning. Taking the information I gather from phase one, I present strategic territories in which I believe the company can own and differentiate themselves from their competition.

 The third phase in the process is what I call Brand Expression. I present conceptual and design ideas that can help the client understand how their brand comes to life in language and design.

 Oddly enough, the information they felt that differentiated them was the exact same information every other performance agency professes they do. But two things stood out to me – the experience of their team and the proprietary technology they employ. The solution I came up with was Humanology. The marriage between their humans, the JRi team, and their technology.