As with any brand that’s been around for a while (ours has been for 13 years!), we felt it was time for a little freshening. Using our proprietary Direct Branding™ process on ourselves, Johnson Direct launched our new brand identity today on our website and other online channels.

Our rebranding is not just about a new logo, however. With our Direct Branding process, we first started with a fact-based discovery to ascertain internal vs. external perceptions and filtered that against our core capabilities. Our rebranding includes an updated positioning statement, messaging platform, logo and color palette. And soon will include redesigned office space and collateral materials.

While JD’s mission is well-known among internal staff, clients and vendor partners — to deliver marketing that’s measurable for its client partners — we felt that HOW we carry out this mission may not be as well understood.

The agency will retain the name Johnson Direct. However, the term “direct” has evolved dramatically since JD opened its doors in 1999. Today, the word “direct” means one-on-one engagement and is not limited to any single marketing communications discipline, but rather an integral element of any successful multichannel campaign. Being direct means being more relevant to clients and prospects alike.

We have repositioned ourselves to match our core capabilities as a multichannel, integrated marcom agency. JD’s focus is on brand engagement and making those brands come to life across all communication channels. Our staff includes seasoned pros with deep levels of practical experience to provide this.

Today is the first step in our rebranding roll-out. Our mission of providing marketing that’s measurable hasn’t changed. Our goal in rebranding is to communicate we provide this in a broad range of disciplines including interactive, social, public relations, content development, advertising and direct mail.