JAC Products Rebranded

JAC Products


JAC Products is a global corporation that designs and manufactures roof racks, step rails, side rails and cargo management systems for the OEM's. They were in need of a new website to strengthen their web presence which entailed a complete rebranding and overhaul. They wanted to increase their client base and their current brand and website were as doing the company a disservice and like many brands, they were dated. The high quality and innovation that they provided was not represented or communicated. The scope of their global footprint that their corporation encompassed was hidden. They also wanted to feature their products and capabilities with less text and as few clicks as possible.


The solution was to work with the top decision-makers in sales and marketing to implement the brand development process. Through this process, we unearthed the essence of the brand, positioning statement, value proposition, personality and core values that would result in the brand architecture with the 4 pillars and a promise.

We discovered that they were really selling a lifestyle with the utility components and we added essential utility component to further them into the design not just as an add-on.

The new positioning statement is now, “We connect people with their vehicles and the things they love to do.” The new tagline is, “Passions Made Possible,” We showcased the vehicles in outdoor environments that are fun and inviting. We created a map that was on the home page and was graphically appealing to promote their global reach. The interior pages were designed to be graphically attractive and easy to read.



"Feedback has been overwhelmingly positive. We now have a new way to describe who we are and not just what we do. We have a professional presence online and have a consistent way to communicate with our stakeholders and customers what we were about. Our international sales team has a new sales tool use when selling and presenting to prospective clients It has been an excellent introduction and first step to our customers." Noel Ranka, former VP Sales & Marketing, JAC Products