Brand standardisation for the JSW Group

The Challenge
The JSW Group is amongst the leading conglomerates in India, with strong footprints across core economic sectors, namely Steel, Energy, Infrastructure, Cement, Ventures and Sports. The JSW Group’s positioning is that of a bold and unwavering transformer. Their constant endeavour to effect positive change is reflected in their brand essence – Better Everyday. Given their reach across so many sectors, the JSW Group found it challenging to effectively channelize brand equity through their diverse companies and products back to the parent brand and vice-versa.

The brand language of the Group did not align with that of its Companies, Subsidiaries, Products, or JVs, creating a visual disconnect between the Group’s entities. The JSW Group needed coherence, a unity in its brand language – yet with minimal disturbance to its existing identity.

How we did it
As a first step, we undertook a thorough brand audit, to identify problem areas and presented recommendations to correct them. The JSW Group Mark comprises the iconic Swoosh and Word Mark. To ensure its impact and faithfulness across reproduction techniques, we suggested that the Mark not be used in its existing 3D rendition. The brand equity lay in this Group Mark, and hence overarching rules for its usage were outlined. To align JSW as a brand, we approached it with a well-defined visual strategy.

We introduced ‘the Pivot’, a graphic anchor inspired by the Group’s purpose. The JSW Group’s visual brand architecture was re-organized in a way that defined the Group, Companies, Subsidiaries, Locations, Products, JVs and Channels through a common monolithic structure. We also designed a comprehensive Brand Guidelines’ document for JSW as part of the project in order to ensure uniformity across all group entities.

SECTOR / Business Conglomerate
SERVICES / Identity