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JayKay

Project Overview

JayKay is a startup building trucks for longboards or skateboards with an electric engine inside. Unlike their competitors, JayKay don't use big housing to conceal all the technical components of the engine, but instead managed to fit all of it inside of the truck.
The starting point for this project was a Kickstarter campaign that achieved unsuspecting results. After investigating the campaign and comparing the brand to benchmarks I realized that it didn't really reflect the fun lifestyle connected to boardsports like longboarding or skateboarding. At the same time the brand should still also reflect the humbleness of the founders and engineers standing behind it.

JayKay

Project Overview

JayKay is a startup building trucks for longboards or skateboards with an electric engine inside. Unlike their competitors, JayKay don't use big housing to conceal all the technical components of the engine, but instead managed to fit all of it inside of the truck.
The starting point for this project was a Kickstarter campaign that achieved unsuspecting results. After investigating the campaign and comparing the brand to benchmarks I realized that it didn't really reflect the fun lifestyle connected to boardsports like longboarding or skateboarding. At the same time the brand should still also reflect the humbleness of the founders and engineers standing behind it.

Extending the branding

Based on the existing logo we created an element to work in many different ways. The key idea was to take the inner part of the logo design and use it to visualize both the distance skaters could cover using the speedy e-trucks but also the direction the brand had to go. Apart from that we started using some ci colors that had appeared inside of the original brand guideline but had not been used up until this point.

JayKay Orange
#E84420
JayKay Black
#000000
JayKay Grey
#8A8D8F
#DBC607
#00B2B3
#C11444
#D5B78B
ISIDORA BOLD UPPERCASE
Isidora Bold
Isidora Regular

Creating a key visual

This new element worked in many different ways, such as acting as a visual aid showing the board in motion. This was the key idea to base the key visual on. We created two visuals - one working as the top visual for the Kickstarter campaign, the other one to promote the campaign on the JayKay website and in social media.

Building elements based on the extended branding

The new element and the secondary colors built the basis for the extended branding. They were used in all kinds of visuals as infographics, icons, backgrounds, decorations etc.

Iconography

I tried to find an expressive icon for every fact and figure about the boards, trucks and everything else in the range of products of JayKay. The icons have been reused in numerous occasions, like website, packaging, the JayKay app etc.

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