Jackson River

Definition and Planning

Challenge

At the start of the engagement, Jackson River had only a logo and a few hastily put together marketing papers. I knew that before a quality brochure-type website could be developed, both the company and I needed to know more about who they really are.

Highlights

• In-depth meeting with the president of the company allowed a free-flowing conversation about what the company does, who its audience is, why they do what they do, and how they are different from their competitors, as well as many asides that gave insight into the company’s mindset;
• Extensive writing and sketching expanded on the knowledge gained during the meeting;
• Word associations helped determine mood and brand pillars;
• Research into competition exposed further differences between companies;
• Preparation work ensured success in future phases.