Jenkins

Brand Identity

ROLES

Creative direction, art direction, copywriting, concepting and production

PROJECT FOCUS

Jenkins came to us as a family-owned and -operated business with more than a century’s worth of history—and a brand that needed modernizing. We wanted to honor that history and capture their pride in doing work by hand that other shops automate as well as their commitment to innovation.

Jenkins employees, some of them second- and third-generation, have a lot of heart for the work, the company and what they stand for. Our job was not only to update the logo and logotype, but also to bring the brand to life in a way that would inspire everyone, from machinists to engineers, to rally behind it.

“Hunt, Gather got to know the heart and soul of our business and then brought that out in everything they created for us. If you want a true partner, Hunt, Gather is your team.”

- Crystal Bristow, VP of Marketing

A logo should be unique, memorable and instantly recognizable. It also has to be functional and reproduce well in color, grayscale and black and white, as well in various sizes, from a business card to a billboard. For Jenkins, we selected a timeless color palette, and one that would look great printed on a dark tee shirt (the better to hide grease from the machine shop).

Inspired by a diagram of transformer windings—the service that Jenkins originally offered when the company was founded back in 1907—we designed a logo and logotype that feel fresh and current, and also harken back to the company’s rich past. When the design work was finished, Jenkins rolled out their new identity, retrofitting everything from trucks and shop floor machinery to hats and brochures.

Plenty of companies claim to be a family. With multiple generations working side by side and “retired” employees still on the shop floor, Jenkins is the rare business that truly is. To successfully rebrand, they needed the Jenkins family to champion the new identity, so we brought them into the process. When the executive team had narrowed the logos down to the final two, they posted them in the break room. It was the employees on the shop floor, not management, who made the final decision.