Case study · Branding · Identity & website
Jane.LA
Los Angeles.
We didn't build an agency brand. We built a person — born on the sunny shores of LA, a connector and a creator, and very good at her job.
The brand in motion — Jane, in her own light
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Archetype — the agency built as a person named Jane
4
Operating values — Be Bold, Smart, Happy, Jane
$50–100M
Revenue band of the brands Jane serves
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Flagship clients — T3, Proactiv, Hidden Garden
2022
Brand, brand book, and website shipped
Most agencies brand themselves as a logo on a deck. We gave this one a person instead — impossible to commoditize because you can't copy a personality — then designed the identity and the site around her.
01 · The move
Don't build an agency brand.
Build a person.
Working with the founders, we landed on a single move: Jane. Born and raised in Los Angeles, a go-getter and a connector, “the positive vibration on the path to growth.” The agency isn't a logo on a deck — it's Jane showing up in the room. Energetic, efficient, genuine, unconquerable.
All of it under four operating values that became the brand's whole personality: Be Bold. Be Smart. Be Happy. Be Jane.
02 · The identity
A serif with personality,
navy and dusty pink.
A serif wordmark with warmth, a J|LA symbol that holds at favicon scale, and a palette warm enough to be welcoming but restrained enough to read senior. Photography leaned into the LA fingerprint — palm trees, sunset light, women at work — without sliding into stock. All of it codified in a brand book: logomarks, clearspace, color hierarchy, typography, imagery.
03 · The website
A site where Jane
introduces herself first.
Mobile-first and responsive, the site lets Jane say hello before the client logos do — a tone of voice that's casual, confident, and never corporate. It sells what the brand actually is: an agency that thinks of itself as a person who's good at her job and likes the work. Hover to scroll it.
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The homepage — Jane first, logos second
Built mobile-first, from phone to projector
04 · Who Jane works for
Women's lifestyle brands
with growth on the line.
$50M–$100M consumer brands with a CMO who's been around and needs a partner who executes as hard as they do. T3, Proactiv, and Hidden Garden all sit in the identity as Jane's work.
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T3
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Proactiv
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Hidden Garden
The result
A brand that walks
into the room.
Jane LA got an identity system and a site that behave like the person the agency wanted to be — bold, smart, happy, and unmistakably itself in a category that fights hard to commoditize everyone in it.
“We push the envelope. We move the needle. We do it with a smile. We do it for Jane.”
Need a brand people remember?
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