Disciplines
Advertising, Branding, eCommunications, Positioning, Recruiting Materials, Sales Enablement Tools, Style Guide
From arbitration and mediation to conflict prevention and neutral analysis, JAMS has long been a leader in alternative dispute resolution. As competition in the ADR space increased, the organization seized an opportunity to distinguish itself from the field. JAMS asked Right Hat to develop a new brand strategy and visual identity, and to bring that refreshed identity to life in a redesigned website.
The new brand promise, “The Way Forward,” captures the essence of JAMS: a trusted, confident guide through challenging disputes. We brought the idea to life through a campaign that highlights the sense of assurance JAMS provides when the path ahead is unclear. The campaign delivered an 80% improvement in click-through rate among its advertising audience, indicating that the new creative connected more effectively with the organization’s target audience.
A refreshed logo simplifies the familiar conference table icon and pairs it with a gold tone that conveys quality. The serif typeface adds a classic, premium look while improving readability.
The website homepage immerses users in the brand and anchors the positioning by conveying the confidence that clients feel when working with JAMS. Throughout the site, the color palette, typography, and imagery balance distinction with sophistication. Messaging moves beyond describing services to communicate the experience JAMS provides, while elevated Neutral profiles showcase the organization’s people and reinforce JAMS as a premier destination for accomplished professionals. The new website connects JAMS’ legacy with its future, turning its brand strategy into a digital experience designed to support both client engagement and Neutral recruitment. In the five months following the redesign, active users increased 7.5% and website authority increased 19%, demonstrating measurable gains in reach, engagement and visibility.
Right Hat helped us do more than refresh our brand—they helped us sharpen our market position. Their research-driven approach, grounded in client insights, market analysis and stakeholder input, gave us confidence that our strategy was built on evidence rather than opinion. The result is a differentiated brand platform that is already resonating with our audiences and will serve as the foundation for JAMS’ marketing for years to come.
Channing Fleetwood, Chief Marketing Officer
