how a logo can help unlock brand value

Industry: Media, communications

Assignments: Logo, rebrand, Visual Identity Program

JLCA is the evolution of John Le Cras + Associates, established in 2011 by Director John Le Cras. Working across a range of disciplines, the team of associates at JLCA work with a range of professionals to help clients create engaging and effective communication.


New logo or rebrand to communicate the evolution of John Le Cras + Associates to JLCA, a team of associates.


Research and discovery to review the current logo, its usage and deployment. Develop a series of early concepts for JLCA review and input. Final output will be a set of master logos.

For an established business, a visual identity can represent a significant brand asset. So making the decision to change a logo or other aspects of a visual identity is a big decision that should make you swallow hard. That said if your intent is to signal meaningful change and make your positioning clearer for the marketplace — rebranding is a valid decision. This point wasn’t lost on John Le Cras, Director of JLCA, who has over 30 years’ experience as a journalist, news editor and senior Marketing and Public Relations executive. John loved his existing logo, but it didn’t reflect the expansion of his business to include a wider team of associates. After taking the brief from John, our first response was to undertake some research and discovery to review the current logo, its usage and deployment. The tactical execution was considered as part of the discovery process: the new logo would be applied to website banners, signage and business stationery. Following the research, we presented a series of concepts and typefaces for John’s review and feedback. As part of the review process, John showed the imageseven team a short video that captured the essence of how he thinks about communication. This provided the impetus for the final logo refinements and the presentation and approval of the final logo.


During the briefing stage, John had indicated that he wanted to launch the new logo and visual identity at the start of the 2015/2016 financial year. So, the final master logos were delivered to JLCA prior to the start of the new financial year. John is delighted with his new logo, and the rollout of the branding is underway with the new website completed and new office signage in position.