JAM - The Art of Branding

Jason Bruges' installation, (c) Veuve Clicquot, courtesy JAM

This is the time of collaboration, not only as we witness the arts genres mashing up and influencing each other, but the media, design, advertising and brands getting in on the act and tearing up the rule-book to make a new creative culture. Design and communications agency JAM ( so-called as their approach to working with brands on idea-creation is collective, like a musician’s jamming session) are a perfect example of this and are, as their website suggests masters at “ The Art of Branding.’

And with our summer( finally ) here  and with it the quintessentially British Season  JAM ( who’ve worked with a host of big brands including Sunsilk, Whirpool and Channel 4 ) are ready to re-brand champagne giant Veuve Clicquot , sponsors of many Season events including the Goodwood Festival of Speed and the Gold Cup,  and re-shape our perceptions of the Season itself.
How? By using art and design  ( they’re working with artists Jason Bruges and designer Nigel Coates ) and, moreover, out-of the-box, creative thinking.
Loma-Ann Bonner caught up with CEO Jamie Anley to get his take  on how big brands are helping to shape our contemporary culture.

How and why did you  start JAM?
The why came first. It was a case of not seeing anything out there that I felt would keep a sustained interest or passion alive. JAM was set out to be a platform for ongoing experimenting, learning and playing.
The 'how' is less easy to answer.  It just happened. We just started doing it. A naïve confidence meant we just got on with it.

What changes have you seen in your  field over the last  five years?
One of the best things about JAM and one of the reasons behind its inception is that we are involved in many different fields. Art, architecture, design, publishing etc. as well as innovation, marketing and brand building.  And of course all these fields have and continue to change at a pace.  One change that we are grateful for and perhaps part of, is the old order of brand and advertising agency relationships.  With this relationship being challenged and broken down there is room for a lot more creative and inspiring work to emerge.

What  effect has the internet on creativity and the arts?
The internet has 'sped up' a lot of the creative process, leaving more time and putting more pressure on the quality of the idea, which is a great thing.  It also allows a global sharing of creative output which constantly means upping the game....another good thing.

 How did you approach your brief from Veuve Clicquot?
JAM has a way that it opens up any brief to provide a creative field for the best ideas to grow.  The brief had some healthy parameters and of course the inspiration form a long history.  Our response to the brief was shaped into a three year strategy with specific projects to amplify key points of expression.

Did they give you a free reign to be as creative as you wanted to be?
Initially yes. Our response to the brief was in line with a shared vision. We would not have begun the project if this had not been the intent.

 How do you think the re-branding will change out perceptions of them, and of The Season?
The projects that are taking place this year are co-creative, inviting a subtle reappraisal and shift in perspective of the Veuve Clicquot brand.
The JAM approach builds a cultural currency for a brand, which does not happen over night, but does build an enduring and meaningful relationship with the world around it.

There seems to be a real fluidity in creativity with the arts genres; the media and design all over-lapping and informing each other. What effect is it having?
The effect is that people are paying more attention not to just 'what' is being done, but also 'how' is it being done.  With the boundaries overlapping, brands must cut an ever clearer path to remain true to their purpose and voice.

Creativity in all its guises also appears to be the most coveted currency, but is it something that large brands can fully be a part of?
Creativity has always been the most coveted currency. It can't be manufactured and it lies somewhere between the intellectual and the emotional, and its purpose is often to lift the spirit. That's priceless.
Large brands can absolutely and should be a part of this. Their role is about releasing the inspiration and beauty of life.  Not many brands are doing this in the right way yet.

Why do you think that the arts are increasingly permeating into popular culture?
Art is a 'meaning making' practice and we are all looking for meaning.

Where do you find your inspiration?
In the people and space around me.

Which brands would you like to work with and why?
We aim to work with brands that reach a significant amount of people. Brands that have a latent potential to be a force for good. We are less interested in the brand name and more interested in the quality of the relationship we can develop with the leaders of the brand and the boldness that the relationship will release.

Is there such a thing as the 'creative classes?'
I don't know

What trends do you predict in branding?
More JAM projects

Do you have Veuve Clicquot on tap now?
Friday is Veuve Clicquot Shower day for the whole team.

Jason Bruges series of kinetic installations representing movement and pace,taking inspiration from banners and flags and programmed to follow the Season's events kicks off on July 11th at The Festival of Speed.
Nigel Coates is creating a bespoke trophy for the Veuve Clicquot Gold Cup Polo on 20th July.

www.jamdesign.co.uk

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