Develop an identity for the loyalty programme that communicates the values of the JB Group stable. The loyalty program will live and be integrated into all sub brands allowing for cross brand communication. The brand needs to be approachable to the customer, friendly with a casual way and approach.

We knew it couldn’t be a regular loyalty program. It had to differentiate itself from its competition. We did this by personifying the brand, focusing on communication and tonality as its differentiator. This allows Hey Jay B to communicate with a warm and encouraging tone. We engage our members directly, speaking in first-person. Confident and up-beat, with a focus on the connection we have made with our members. The focus on communication is further emphasised by the creation of two logo variations, a primary logo used for building brand awareness and a communicator logo used when communicating with consumers/members.