[et_pb_section fullwidth=”off” specialty=”off” transparent_background=”on” background_color=”#000000″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” text_font=”Raleway Light||||” text_font_size=”21″ text_letter_spacing=”1px” text_line_height=”1.5em” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]
THIS IS GOING TO BE A FUN THING TO WRITE, INDEED (AND WE HOPE TO READ AS WELL).
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#5e5e5e” show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on” /][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]First, because we get to empower through a story, which is one of the things we get most excited about here at JUST. Second, we get to announce something to you: our fans, family and friends. Third, well… keep reading!
One of the most fun but equally difficult parts of starting a company is figuring out what to call it, and then deciding how to represent that visually. Now, some experienced, official people might say, “get your product-customer right, don’t worry about the name and the logo, you can always change them later.” In all seriousness, this is very good advice – without a product fit or any capital coming in, your name and logo are, at least for a start-up, quite literally meaningless. There are a lot of elements of the model that need to be tested, changed, and tested again before you start worrying about whether the logo is exactly right.
But, once you do start to get that right, and if you play in the industry that we do and are trying to accomplish groundbreaking change within it, you better have a name and a logo, and more correctly, a complete brand identity that’s up to the challenge. What we needed was a visual identity that represented one: what we had worked so hard to build thus far in values, culture and model, and two: our vision of creating transparency in supply chains for everyone touched by them.
The time came for us 6 months ago when we were no longer just a little start-up with an idea, trying to get people to listen, give us advice, and maybe, even give us a chance. Those of you who’ve been along the journey with us may remember our initial ideas focused on brokering, supplier focused reporting mechanisms, or making supply chain stories all available on a tag. However, because you’ve advised, encouraged, and challenged us, we’ve come a long way; we won awards for our idea to tell shoppers the stories behind their clothing, and have clients willing to pay us to do that (both accomplishments spurring epic “dance in the office” sessions).
Our instrument of creating change in this industry has evolved tremendously. However, our mission and values have always remained the same. Those values guided the rebranding process which resulted in a logo and icon that truly and beautifully speak about our current focus and strategy.
WE’RE EXCITED TO PRESENT IT TO YOU TODAY.
At JUST we believe that clothing should not only express our identity, but our values as well…where beauty is defined not just by the way a piece of clothing looks, but by the story of how it came to be. We use data, design, and transparent stories to engage and empower the shopper in that story. This focus on the shopper comes from a couple of years of prototyping and learning. We believe shoppers have tremendous power and say in shifting this industry. We also believe that right now, no one is speaking to them in engaging and transformative ways.
OUR NEW ICON REPRESENTS THIS VALUE OF BEAUTY AND STORYTELLING FOR US.
We are humbled by the fact that, in order to really shift this industry, it will take all of us; we don’t work in isolation. We work in an ecosystem of players, all creating important change in their own ways, whether brands, universities, or supply chain companies. All of us working to shift the industry recognize that we, along with everyone touched by this industry, are privileged to share a common space which we all inhabit, together.
THIS INTERDEPENDENT ECOSYSTEM IS REPRESENTED BY THE CIRCLE:
[/et_pb_text][et_pb_image admin_label=”Image” src=”http://projectjust.com/wp-content/uploads/JUSTelement1.png” show_in_lightbox=”off” url_new_window=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” /][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]We are a company that is not afraid to push boundaries, stir up the status quo, and disturb the comfortable, all in service to our mission and the people we support.
THAT IS REPRESENTED BY THE LINE:
[/et_pb_text][et_pb_image admin_label=”Image” src=”http://projectjust.com/wp-content/uploads/JUSTelement2.png” show_in_lightbox=”off” url_new_window=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” /][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]Last and certainly not least, we will always be in service to the people in the supply chain, the people that make these products. Their voice is as important as everyone else’s, and we are committed to representing it in a balanced way.
THAT BALANCE IS REPRESENTED BY THE TRIANGLE:
[/et_pb_text][et_pb_image admin_label=”Image” src=”http://projectjust.com/wp-content/uploads/JUSTelement3.png” show_in_lightbox=”off” url_new_window=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” /][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]… and then the triangles meeting, representing both sides, shopper and suppliers, communicating, sharing stories and finding common ground.
[/et_pb_text][et_pb_image admin_label=”Image” src=”http://projectjust.com/wp-content/uploads/JUSTelement4.png” show_in_lightbox=”off” url_new_window=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” /][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]So, voila:
Making connections
Pushing boundaries
Seeking balance
And finding and sharing common ground
[/et_pb_text][et_pb_image admin_label=”Image” src=”http://projectjust.com/wp-content/uploads/GIFv2.gif” show_in_lightbox=”off” url_new_window=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” /][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]In the spirit of making connections and pushing boundaries, including our own, what do you think? What do you see? Please let us know with a comment below or a comment on our social media.
A huge thank you to our good friend, Asim Janjua, the designer behind our brand and visual Identity. Asim is very talented and in particular has an an eye for the international market, an important set of skills for our market and all those we serve. Thanks also to friends and family, who gave us feedback as we went, truly and necessarily making this a community effort.
Now is an exciting time for JUST: we have our prototypes, a growing team and are preparing to raise our next round of funding to knock it out of the park. As we embark on testing, revising and testing again our set of products, this symbol has come at the perfect time: we need that anchor to remind us of where we are coming from and what we stand to change.
With gratitude,
THE JUST TEAM
See more about our values and mission on social media in the weeks to come.
Love the JUST concept and what we stand for? – join our inner circle and be a closer part of our journey as we build our product.
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