CJN EVENTS
Evolving a brand without leaving its equity behind.
Brand Strategy • Creative Direction • Brand Refresh • Website Design • Copy Direction
SHE ASKED ME FOR A WEBSITE.
Cici came to me ready for a new website. She’d found one with the bold, playful energy she wanted for CJN—but there was a problem. It looked nothing like the brand she’d spent more than a decade building.
We could redesign the website exactly as requested, but everything around it would suddenly feel disconnected. So before touching the site, I asked if she’d let me look at the bigger picture.
THE GOAL WASN’T TO START OVER.
Cici had built real recognition over the years, and she wasn’t interested in throwing that away. Neither was I. The challenge became figuring out what was worth preserving while giving the identity enough flexibility to become the brand she now saw for herself.
Her moodboard gave me the opening: magical, high-end, carefree, uncommon and bold. My job was to connect that energy back to something her existing audience could still recognize.
KEEP THE DNA. CHANGE WHAT IT COULD DO.
The original CJN mark already had something worth keeping: its playful strips and shapes. I treated those as the brand’s visual DNA, rebuilding the mark around consistent typography while freeing the surrounding system to change color, pattern and personality.
Keeping one recognizable structure meant everything else could become much more expressive—which gave us exactly the flexibility the new brand needed.
THEN THE WORDS DIDN’T FIT ANYMORE.
Once the visual direction clicked, another mismatch became impossible to ignore: the words.
The existing copy was far more corporate than either Cici or the brand we’d just uncovered. So I brought the copywriter and developer into the process, directed the shift in voice, reviewed and refined the writing, and made sure the language and visuals were finally telling the same story.
By the time the copy reached Cici, there was very little left for her to change.
“Quote here when I get it.”
Cici Prsha
Owner, CJN Events