Jacksons Workwear
The impact
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Referrals
The challenge
To bring a 230 year old business into the 21st century, and to stand proudly above the competitors who are commoditizing workwear services.
Modernise the brand
Support the marketing team
Create distinctiveness
The insights
We start a project like this knowing that there is a lot we don’t know. We led Jacksons Workwear through our Brand Discovery exercises to look at how their customers buy workwear and laundry services, as well as the perceptions those buyers have. With these insights, we set the strategic direction for the brand update.
One of the key findings was that sourcing a workwear supplier is often an additional task within someone’s role, rather than a dedicated responsibility. Since businesses rarely have a “Head of Workwear,” it is important to communicate value in a general way. Customers are also heavily influenced by bad experiences with competitors, which help them recognise what good service truly looks like. Ease of service is a top priority, with workwear being seen much like gas or electricity – something that should simply work without hassle. Additionally, the sector is relatively similar, with most brands difficult to distinguish by colour alone. Given that workwear contracts tend to be long-term, staying front of mind over an extended period is crucial for winning new business.
“ None of this would have been possible without the excellent team at Epix Media, to whom we would like to say a massive thank you. We would strongly recommend getting in touch with them for any web, design or branding needs – their approach to strategy and bringing it to life is inspiring and refreshing! ”
Brand design
We learnt in the Discovery stage that distinctiveness would be important. An obvious option was to lean into Jacksons’ 230 year heritage, but the buyers in this market aren’t emotionally attached to the buying process. Heritage doesn’t matter to them. So how can we make them memorable?
We created a bold, positive new brand designed around vivid pink, backed up by custom photography that shows the real people behind the business. Jacksons’ personality and commitment to service shines through.
A fresh, new website
The sector is full of websites written for SEO with uninspiring content. Our new Jacksons Workwear website is still built with User Experience (UX) principles, but is more engaging and effective, designed to tell buyers everything they need to know without complication.
Creating distinctiveness through video
Two things really stood out from the Brand Discovery process: Jacksons’ real sense of family, and the commitment of their team members. Everyone we spoke to at Jacksons was proud of the part they played in the story of a business with 230 years of history.
We designed this video to introduce potential customers to the Jacksons family, and show what happens behind the scenes. Little touches like the “Joined” dates and casting only Jacksons team members for all on-screen and VO roles give the video honesty and integrity.
Striking van design
The delivery team are a much-loved part of the Jacksons customer experience. The vans travel to customer locations at least once a week, so to catch the eye of their business neighbours we made the vans unmissable. Jacksons have won new contracts through the brand awareness brought through their vans alone.
