Working in partnership with Nelonen Media we embarked on a journey to refresh the Jim brand. The aim was to develop a comprehensive brand language that changes the brand perception of another life-style channel to a real competitor in the factual entertainment market.

The main consumer insight was that Jim’s target group – Finnish adults – are very comfortable in their everyday lives, and hence Jim as a natural part of the Finnish consumer’s entertainment day.

At the core of the new identity is an expressive and playful mark that embodies the feel-good of Jim. The brandmark has friendly curves which are used to create an organic brand language that fits the optimistic vibe of Jim. 

Reflecting Jim's role as a brand, the idents add optimism to the world. We take a glimpse of daily life - add a positive twist to it, turning each ident into a 'luckily' moment. The orange represents the positive twist - focussing on the activity rather than the personality.

The mark becomes a window to the Finnish everyday - making the identity relevant and adaptable. Imagery can be updated every season - to be relevant throughout the year.

Acting as a window, Jim uses a minimal- and playful UI system derived from the logo mark. By hovering over the logo crops, we create an easy and modern flow. The system contains a range of logo crops for different purposes. 

A magazine inspired lay-out that adds some depth to the brand.