Brand Creation

US-based change management consultancy JMW approached the Surgery after seeing the creative work we had done for some of their UK-based clients. Their new brand needed to satisfy many objectives but, ultimately, had to reflect the pioneering methodologies of the company’s dynamic founding partners, as well as providing an inspirational banner for JMW’s future plans and aspirations.

From conversations held in the UK with JMW’s Head of Communications, Deborah Seymour, we were able to define JMW’s core value proposition and express it in a dynamic mark and identity platform. The final logotype is formed from an abstracted DNA double helix, visually celebrating their uniqueness and approach – getting to the core of an organisation and its people.