Jane.LA
Creative Direction
Art Direction
Digital Design
Website Production
2020
Project details
Jane.LA is a full service agency delivering impactful brand strategy for women’s lifestyle brands with a focus on ecommerce who want to grow revenue in an era where digital is king.
Agency has a unique ability to bring women’s lifestyle brand stories to life, and leverage the marketing mix to create connection and affinity with target audiences.
Project goal
Goal was to help imagine brand experience for Jane.LA re-brand and relaunch. Chosen creative direction was energetic and upbeat aesthetic that would highlight their ability to elevate women's lifestyle brands.
Target audience
A women’s lifestyle brands at $50M - $100M annual revenue with consumer-facing products and services, and an emphasis on e-commerce.
Fully responsive design
Design was as a mobile first and then scaled up to fit bigger screens, resulting in fully responsive user experience.
Jane.LA
Brand Identity & Website Design
Our Role: Brand Strategy, Brand Identity, Brand Book, Creative Direction, Art Direction, Website Design and Production
2022
Project details
Jane LA is a full-service digital agency delivering brand strategy for women's lifestyle brands at $50M–$100M annual revenue, with an ecommerce focus. The work isn't ours alone — but the way the brand thinks of itself is. We built it from the brand strategy up.
The thesis we landed on with the founders was a single move: don't build an agency brand, build a person. Jane — born and raised on the sunny shores of Los Angeles, a go-getter and a connector and a creator, "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. Masterful. Punctual. Friendly. Unconquerable. Nimble. Receptive. Genuine. Spirited. All of it under four operating values: Be Bold. Be Smart. Be Happy. Be Jane.
The identity work flowed from the archetype. A serif wordmark with personality, a J|LA symbol that works at favicon scale, navy and dusty pink as the primary palette (warm enough to be welcoming, restrained enough to be senior), photography that leaned into the LA fingerprint — palm trees, sunset light, women working — without sliding into stock. We codified all of it in a Brand Guidelines book covering logomarks (primary, horizontal, limited), clearspace rules at 25% of mark height, color hierarchy, typography, and imagery direction.
The website then made the brand operational. Mobile-first responsive design, pages that let Jane introduce herself before the client logos do (T3, Proactiv, Hidden Garden), a tone of voice in the copy that matches the keyword list — casual, friendly, confident, never corporate. The site 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.
Brand thesis
Jane LA prioritizes connection. The brand book puts it like this: "We see strong, trusting relationships with our clients as the only path toward creating lasting bonds with audiences. We're mindful of the crowded landscape we play in, and refuse to be commoditized. We push the envelope. We take calculated risks in the name of innovation and great outcomes. We move the needle. We do it with a smile. We do it for Jane."
That's the line we held to in every design decision — typography, motion, copy, color — across the identity system and the website.
Target audience
Women's lifestyle brands at $50M–$100M annual revenue with consumer-facing products and an emphasis on ecommerce. The kind of brand that has growth ambition, has a CMO who's been around, and needs an agency partner who'll execute as hard as they will.
Fully responsive design
Design was mobile-first then scaled up. Result: a brand experience that holds together from a phone screen on a sales call to a full-bleed projector in a pitch deck.
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