By Jingo had been operating under the name of head copywriter Tom Dauven. While receiving acclaim for his writing, the brand needed to evolve to accommodate the capabilities of the collective team and give a nod to their unique style. As with any client, By Jingo’s strength could also be deemed a weakness. While developing a brand and online presence to reflect their personality we had to ensure we struck a balance between owning their niche, while being mindful not to pigeonhole their audience. Beyond being witty copywriters, By Jingo are a team of lateral thinkers and skilled brand story tellers and this essence had to be expressed from the outset.
From a shortlist of suggested naming options, By Jingo was born out of the ‘Aha’ moment of appreciation the client has upon realising these guys just get it! By Jingo’s ability to nail a copy brief was neatly laid out in a fitting inkpot and speech bubble brand symbol, aptly expressing that By Jingo are about much more than words. It comes from a general business understanding and ability to get inside their clients’ heads.
Alongside the quirky identity we established a suite of branding tools – from illustrations and fonting to a soft colour palette all aiding and supporting the brand story and eclectic mix of the By Jingo team. While we can’t take credit for their copy, you won’t find a ‘read more’ link on their website, think more ‘go on you know you want to’ and ‘have a squiz’ to deliver on their brand promise.
Since launching as the By Jingo copywriting brand, they have positioned themselves as capable experts and removed any existing brand value associated with head copywriter Tom Dauven. Undoubtedly his legacy will always remain, but should he ever step out of the business it can now stand alone with merit as its own brand.
By Jingo are now picking up noteworthy work and have secured a position as the go-to guys for creative copy in Perth. They’re now armed with a strong brand identity to serve them now and for future growth.