JonnyPops Brand Refresh
Role: Creative Direction, Lead Designer
Project Type: Brand Identity, System Design, Brand Guidelines, Applied Creative
The Problem
JonnyPops' brand expression was inconsistent across surfaces. As the company prepared for national retail expansion, marketing, sales, and internal teams needed a unified system that could carry the brand across social, advertising, OOH, and every internal touchpoint- and signal where the company was headed.
When I joined, the refresh was being rebuilt in-house and was months behind its original timeline. The wordmark and primary typefaces had been locked in. The system that would surround them; color, photography, voice, and applied creative across every channel was still undecided. We had our work cut out for us.
The Approach
I stepped into creative leadership and ran the Brand Refresh in parallel with the Packaging Refresh under the same creative direction. I directed a 3-person internal design team and worked cross-functionally with marketing, sales, and operations to align the new system with how the brand actually shows up day to day.
The Creative Decisions
We pursued a clean, modern direction built to hold up at scale and let the work do the talking. With the wordmark and typefaces inherited, the rest of the system had to carry the brand. It needed to be joyful, colorful, BUT the pops needed to remain hero.
I treated the brand guidelines document as a working tool, since we were working on the packaging simultaneously. I directed the internal team on its production and personally designed every applied creative example inside it: the social system, advertising templates, and PDP images. The guidelines are a library of real applied creative that marketing, sales, and partners could reach for and use immediately, alongside rules and guides for. creatives to follow.
The Outcome
The full Brand Refresh rolled out company-wide ten months end to end. The new system has brought internal alignment across marketing, sales, and operations around a single, coherent expression of the brand.