19 years with more or less the same visual identity is a long time to collect a whole lot of branded swag; from pens and pads, to beach flags and signage, carpets and mugs, notepads and buttons, and even a few branded Mini Coopers. All of sudden, all of this was completely useless to us. But instead of chucking it away, we could put it all to good use and donate it to a company that might need a whole new look and feel. Classified ads tempting with a «logo and visual identity giveaway» were published worldwide. And there was only one catch…they had to change their name to JCP.

Our story gave us two different ways of speaking about our new visual identity. First we revealed that we were about to get a new by giving our old one away through classified ads worldwide. The Norwegian one alone got over 20 000 views in just three days (which is a lot in such a small country). Then after two weeks and 400 applications from businesses that wanted our old one, we released the full story and the process in a film on Facebook.

The Facebook film alone got over 700 k views and over 650 shares. The story got featured in brand marketing related website in more than 20 countries, from the Nordics to South Africa, USA and Australia, Turkey and Russia, and China and Romania amongst others. The traffic on our website increased with over 900%, "open applications" from people who wanted a job at JCP increased with over 400%, we saw an increase in inbound calls from potential clients with 60%, and it's safe to say that we manage to get our message about our new visual identity across to the Nordic communication industry.