Jell Creative

Jell Creative now operates as Jell Brand Strategy, a Chicago-based firm offering research, insight and strategy work focused on brand health. It distinguishes brand from branding, describing brand as a lived, changing experience built from an organisation's values, actions and relationships with everyone it interacts with, rather than simply a logo or tagline. Its process, which it calls the BrandCycle, moves through stages of exploring a brand's position through competitor research, audits and stakeholder surveys; discovering insights from that research; refocusing brand vision and strategy based on the findings; and sharing the refreshed vision with internal stakeholders before rolling out communications. The firm frames consistent attention to brand health as comparable to monitoring revenue and expenses, and positions its work as helping organisations maintain a brand that supports their broader operations, business development and growth over time.