Recognized globally as a leadership authority, John Maxwell’s living legacy gave us a solid starting point. And we knew the overarching opportunity with this rebrand was to simplify (from a brand architecture perspective, that meant moving to a Branded House). But to formulate the brand positioning, messaging and value proposition – especially as the Company brought on six additional thought leaders who would begin writing, speaking and teaching as John had independently before – we needed to understand the perceptions and needs of audiences who knew absolutely nothing about Maxwell as well as those who had intimate experience with one of his brands. Through discovery, we learned that everyone – from prospects to customers – came to John Maxwell for success, but once exposed to the leadership philosophy, craved significance. And we identified that this brand was uniquely qualified to connect with more people around the world seeking one thing: to lead powerful, positive change in themselves, others and the world through values-based leadership
Introducing … Maxwell Leadership
After dissecting the brand strategy, JS’s team of conceptual and content studio designers teamed up to create a series of Brandscapes (visual mood boards) and Wordscapes (key descriptors) to show how, thematically, the brand could come to life. With one chosen direction, we then began logo exploration. Much like the overarching strategy was to simplify the user journey, we recommended and landed on a mark and color palette that was simple, yet sophisticated and as significant as the Company’s ability to lead others well.
All brands need design guidelines, but for a collection of brands consolidating into one company for the first time, robust Brand Standards addressing design and copywriting best practices are essential.
JS’s team of digital project managers, UX designers and coders worked closely with leaders of marketing, IT and various business units to create a streamlined and intuitive digital presence that clearly positions Maxwell Leadership as the category leader with simple and clear CTAs for users, consolidating and overhauling content from more than 20 .coms into one Masterbrand site: www.maxwellleadership.com
Marketing Communications Strategy & Development
JS’s integrated team of specialists and strategists across digital, paid media, creative, PR, content and social collaborated and facilitated several planning sessions with clients across business units (formerly brands) to determine success at launch and beyond, critical audiences and priority channels, as well as key opportunities to streamline processes and spend.
The rebrand exceeded expectations from corporate leadership and re-energized loyalists at the launch event.
“Leadership team, you have nailed it on so many levels along the way on this brand reveal and re-launch. I am so glad we partnered with Jackson Spalding. They have been and continue to be the perfect partner. I am so proud of our partnership.” - Mark Cole, CEO of Maxwell Leadership
website users from organic traffic within the first month of launch
organic views to blog posts within the first month of launch
reduced site bounce rate within the first month of launch
Here's the JS team that brought this rebrand to life: