How to Build a Brand for Someone Who Builds Other People’s Brands

Client: JGM Public Relations
Initiative: Brand Launch
Services: Brand identity, logo design, positioning and targeting strategy, tagline development, stationery design

The Situation: Juliette Gebken-Mai had built a reputation as a sharp, experienced PR professional, including years working at Fortune 500 companies, before deciding to launch her own firm. She came to Nomad Flamingo needing a brand credible enough to open doors for someone whose entire profession is making other people look credible. Get it wrong, and this mismatch would undercut the very expertise she was selling before she said a word.

The Work: Nomad Flamingo built JGM Public Relations’ full brand identity: logo, color palette, and stationery.  But the harder work happened underneath it. Our Creative Director Kristin wrote “People Will Talk,” a tagline sharp and self-aware enough to work in the PR industry itself. We also did real positioning and targeting work, narrowing down the two or three specific people Juliette actually needed to be pursuing, not a broad target market. Getting there meant spending real time with Juliette first, since a brand this personal, literally named after her, had to match who she actually is.

The Shift: Juliette didn’t launch with a logo and a guess. She launched with a short, specific list of exactly who to call first, and took it and ran. Three years later, she’s still running JGM Public Relations under the same brand and the same tagline she launched with, proof the identity wasn’t a launch-day costume but instead something built to last.