Just After Midnight
Repositioning the brand voice
of a global tech agency
Repositioning the brand voice
of a global tech agency
A global tech provider known for its informal, quirky copy style
Just After Midnight are a managed services provider serving clients like Ford, Volvo and Heineken. With offices in over 4 time zones and a global customer base (JAM) as it’s informally and widely known, are a global brand with a reputation for an informal, quirky copy style.
JAM were a victim of their own success. In recent years, many competitors had begun to affect the same informality, nonchalance and studied authenticity.
This proved problematic for two reasons: one, their edge had been stolen; two, in a harder, more sceptical world, the disarmingly everyday has fallen out of favour with shrewder, more cynical customers.
As part of our ToV workshop process, we gathered both qualitative and quantitative data:
The final product eschewed the performed breeziness of competitors, but preserved the heritage style’s warmth and self-awareness.
The final product eschewed the performed breeziness of competitors, but preserved the heritage style’s warmth and self-awareness.
“The process helped us see our brand voice with fresh eyes. The workshops were sharp, collaborative and genuinely insightful, and the final tone of voice feels unmistakably us – just clearer, stronger and more distinctive.”John Doe
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