JasmaxJasmax Brand Identity
Submission # 60
Identity – Tuakiri
Identity – People & Culture
Identity – Place
Auckland, Tāmaki Makaurau
The aim of the Jasmax brand identity is to reflect the practices new strategic design direction and commitment to bicultural design. https://www.jasmax.com/manifesto/
As architecture and design evolve alongside the disciplines themselves, new skillsets and strategic priorities are brought into focus. As such the rebuilt brand identity for Jasmax clarifies the practices position as a bicultural design company, committed to the Te Ao Māori worldview by creating architecture and design unique to Aotearoa
To navigate these many and varied views, a reductive but flexible identity system was devised to enable clear and consistent communication of Jasmax’s collective creative confidence. The business is a big firm with a significant history, and as such the identity needed to convey professionalism and design excellence. By using a simplified system that includes a small palette of colours, Kris Sowersbys Untitled Sans and the Aukaha pattern language, the brand design team has enabled a simplified thinking across multiple touchpoints and templates including design reports and other client facing material.
Jasmax lives and dies by the engagement of their people. The evidence that the identity has been successful in appealing to Jasmax’s staff on an authentic level has been reported across the board by the teams willingness and desire to engage wholeheartedly in the new brand direction and how the Te Ao Māori worldview can be incorporated in what the company does for clients and communities.
There has been an uptake in clients’ willingness to start conversations around sustainability and bicultural design approaches. Overall, the identity and its wider expression has allowed Jasmax to fill a difficult business challenge, attracting the kind of projects the practice wants to work on, and allowing the practice to make significant new strategic hires, having been approached by several top architects who align with Jasmax’s vision articulated by the identity.
A brave direction for a BIG business to embark on. Sensitively handled to capture the new business strategy and the design-led innovation in the company. Very much in the Air NZ cultural innovations - more businesses need to follow suit. There is great potential, visually and culturally, in pursuing a dual design language like this. A good example of modern design interpreting, but not being weighed down by cultural considerations.
Credits & Collaborators: Design Director - Matthew Glubb Design Director - Clem Devine, Oliver Haydon Designer - Aaron Troy, Raph Roake, Zee Shake Lee, Roberta Johnson, im Stephens, Sophia Cameron, Jun Tsujimoto Artist - Karl Johnstone, Greg Wood Developer - Dane Tatana
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