Concept
Strategy
Brand identity
Design
Web design
Graphics
Videography
Post-production

Client

JCE South America

JCE has been actively investing and operating in South America since 1987, beginning in Chile and later expanding into Brazil, Colombia, Uruguay, and Peru. Through long-term presence and local partnerships, JCE South America works at the intersection of Scandinavian business principles and South American entrepreneurship. The ambition is clear: to act as a bridge between Scandinavia and South America, enabling knowledge exchange and unlocking business opportunities by combining Swedish standards of corporate governance with deep local expertise.

Our assignment was to translate this ambition into a cohesive brand identity. While preserving JCE existing logotype and visual recognition, we were tasked with refining the brand system to better reflect its role, scale, and long-term vision across markets and platforms.

Since JCE South America operates across multiple countries with distinct local contexts. Rather than creating separate identities for each market, the brand was designed as a single system with regional differentiation. A shared core identity ensures consistency and recognition, while country-specific colour palettes and sub-logotypes allow each market to be clearly identified within the same framework.

Challenge

The absence of a brand system made it difficult to communicate consistently across markets and platforms. While the logotype carried recognition, it lacked the structural support needed to express the organisation’s role, scale, and ambition. 

The challenge was to create a complete identity without altering the logotype. The solution needed to feel established rather than introduced, and flexible rather than expressive.

Sub-logotype

Regional clarity 

Each country with its assigned identity, a dedicated colour palette and a sub-logotype derived from the main mark. This makes local operations clearly identifiable while reinforcing their connection to the wider JCE South America organisation.

A strategic brand approach

Sustainability and long-term responsibility are central to JCE South America’s way of working. The identity reflects this through restraint, longevity, and a system designed to strengthen that.

Results

One brand across markets

JCE South America now operates as a recognisable brand across all markets. A shared identity framework supports regional presence while maintaining organisational unity. What was previously a standalone logotype is now a complete and adaptable brand system that strengthens recognition across countries without diluting local relevance.

Structured identity system

The identity is structured around a consistent core with controlled regional variation. Layout, typography, and hierarchy remain constant, while country-specific colours and sub-logotypes provide clear local distinction. This structure allows each market to be identifiable while remaining part of a unified whole.

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