JDW Accounting: A brand 60 years in the making
Jolly, Duncan and Wells had 60 years of history and experience – but the brand was starting to show its age. With two thirds of the named partners no longer in the company and a new Director, Serena Irving, stepping in, it was time for a change.
“I felt apologetic when I would say who I worked for. I constantly had to explain who Jolly, Duncan, and Wells were – two have sadly passed away while Murray Wells is retiring in two years,” explains Serena. “Our receptionist would get phone calls for Mr Jolly or Mr Duncan.”
Not only was there huge confusion over who was actually in the company, the brand was feeling a little old fashioned. “I felt that the logo and everything else around it was pretty dated; it looked like it had been done 20 years ago and there hadn’t been much thought put into why those particular shapes or colours were used – they probably just seemed nice at the time!”
Serena knew it was time for a change – but she didn’t want to throw the old brand away entirely. “It’s important to remember our history. We’re quite proud of being around for 60 years, but we also want to let people know what we do and have a more modern look that is attractive to newer, younger potential clientele.”
Serena knew Tonia through networking groups and decided Crisp Graphics were the perfect partner to help her refresh the brand.