Expanding the brand impact using the original logo

What was the problem that Belknap Mill came to JMG with?

As a business working to stay up-to-date in an ever-growing and evolving market, the Belknap Mill was looking to create a new presentation based on their existing foundational structure, logo, and mission. The Mill then sought out JMG for support in transforming the organization's designs in order to attract and engage their community and subsequently grow their mission and programming across the state and local region.

How did JMG address this problem and find a solution?

JMG worked closely with Belknap Mill’s executive director and other organization leaders to understand more about what they do, who they are, and what they wanted to accomplish through these changes.

The determined goal was to build a new brand identity based on the company's existing logo. With this overarching goal in place, JMG started to work on the specifics, such as creating a comprehensive color-coded system to identify their key pillars of programming and service. This system would give each line of service the proper identification to increase their visibility.

With this reworked brand identity, JMG crafted, created, and designed a case for support for their 2017 Capital Campaign funding packet. In addition, JMG up-leveled the Belknap Mill’s comprehensive promotional pamphlet to be distributed around the state, created new business collateral material, and designed a Mailchimp brand template for email marketing, all of which are still used today in 2023.

JMG’s direct impact on Belknap Mill?

Through their work with JMG, the Mill was able to modernize their look while, at the same time, honoring the Mill’s history. Through this brand collateral, Belknap Mill was also able to gain more visibility into the different services they offer and their community impact. However, here at JMG, we best measure our impact based on the feedback of the organization's leaders themselves:

“You knocked it out of the park...I love it.” - Karen Prior, Former Executive Director (about the 2021 Year in Review we created)

“You did a lovely job and we appreciate your creative talents.” - Karen Prior, Former Executive Director re: brand collateral.