Bringing the JDS brand to life


James Donaldson & Sons is a family of businesses specialising in the processing, manufacturing and distribution of timber and associated building products.


The Challenge

The 150+ year old business has grown organically and through acquisition. As a result, the brand became fragmented with a lack of consistency across the business in terms of look and feel, tone of voice and messaging. Furthermore, the online customer experience was poor and there was no marketing strategy or online marketing activity in place to help the business grow.

The Solution

We’ve been working closely with JDS on their brand and marketing strategy. Our initial focus has been on understanding organisational objectives and customer needs to allow us to create relevant and targeted messaging. This grounding allows us to work on their channel strategy and as websites within our road map are launched, we will manage their ongoing digital marketing activities across each site and product range to help drive growth for the business.

To bring the brand to life and to create a consistent tone of voice and look and feel, we began by shooting photography at multiple locations across the group, as well as developing tone of voice guidelines. This has enabled us to the JDS story to life through the new group website and it also means we have a consistent photography and copywriting style to strengthen the brand and retain consistency across all communication channels.


The Results

Our first deliverable of the 6 websites is the new responsive group website, delivered on the Umbraco platform. The brand values are brought to life through a focus on messaging that brings out the brands personality and values through our copy-writing and storytelling work.

“I’ve been working with Innovation Digital for over six months on developing a group digital marketing strategy for the James Donaldson & Sons Group, including redesigning a suite of websites. We have five more projects in the pipeline and I am very happy with their professionalism and meticulous approach to managing projects and finding solutions to challenges that arise. They are a valuable and reliable partner to our business.“

Jean Paul Malum, Marketing Director

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