Junior League of Jackson Rebrand

Junior League of Jackson Rebrand

The Junior League of Jackson (JLJ) is one of the leading junior league chapters in the nation, with 2,400 active and sustaining members. The members raise more than $1 million each year—with 85 percent allocated directly to community projects. Although the Junior League is an iconic organization providing a pipeline of community leaders, its brand was splintering internally and losing external credibility.

Insight

While the JLJ’s purpose is educational and charitable service, the organization was widely perceived as an exclusive social organization. In reality, 80 percent of the members are career-oriented leaders who joined the JLJ due to their personal commitment to volunteerism and improving communities in the Jackson area.

Approach

With a new generation of volunteers coming of age to join the JLJ, it was time to showcase both the meaningful work of the League and the incredible women behind it. Ramey rebranded the JLJ as a training ground for much-needed community leaders. By spotlighting the community impact and personal fulfillment of JLJ endeavors, we were able to not only recruit new members but also to further inspire existing members. A refreshed brand identity system ensured the JLJ message remained consistent across all channels of communication.

Outcomes

A unified identity system that is still being used today.

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