Michel Nugawela Designs develops new corporate identity and positioning for JAT Holdings

• Rebrand of conglomerate to drive aggressive growth and expansion in Sri Lanka and region

JAT Holdings was established in 1993 to provide paints, coatings and related products to industrial and retail customers in the building and construction industry. Over the past 23 years, the company has grown its portfolio to include global brand leaders such as Sayerlack, Crown Paints, Permoglaze, Norton, Armstrong, Herman Miller, and Alno. 

In 2000, JAT transformed the wood coatings industry in Sri Lanka and South Asia by introducing water based solutions, creating a new segment in the category which it continues to dominate with 75% market share. In 2014/15, JAT posted 18% revenue growth and 38% net profit growth, further fuelling its impressive growth and penetration of regional markets in India, Pakistan, and Bangladesh.

In April 2015, JAT engaged Michel Nugawela Designs to define and develop a new brand positioning in view of the group’s future ambitions and ongoing transition beyond its paints and coatings heritage. 

“The brand had to be versatile enough to shape a cohesive end-to-end customer journey and explicit enough to bring unity to a broad portfolio of product and service brands operating in different categories and segments,” said Michel Nugawela. “Working with the Managing Director and senior leadership team over a period of 10 months, we identified the common thread that united the businesses and brands within the portfolio and created a brand story reflective of its growth ambitions.” 

The rebrand culminates years of successful integration and formalizes the synergies and connections shared by its member companies. The new and unified brand architecture aligns the company’s individual businesses and cross-selling opportunities around a single branded offering as a full-service strategic solutions provider that utilises design and construction to create and transform spaces in homes and offices. 

JAT Living – providing an extensive selection of business process management, design, engineering and construction planning solutions; JAT Furnishing – providing innovative kitchen, home and office furnishing products and accessories, ceilings and floorings; and JAT Paints – providing wood coatings, paints, painting equipment and supplies including paint brushes, putties, plasters, and sandpapers. The positioning and tagline ‘Transforming Spaces’ communicates the company’s capabilities in improving its customers’ lives through space efficiency and productivity, ergonomic practicality, and visual delight across the value chain.

To bring the positioning to life, the logo takes inspiration from an “A+” mark of excellence within the wordmark, symbolising the excellence, leadership and forward momentum the company brings to each of its operating categories and segments. The plus-mark also suggests collaboration, togetherness, and partnership – internally among its business units and employees, and externally with customers as it delivers on the positioning in all its relationships. The signature visual system includes heroic and bold messaging through A+ mnemonics that activate the brand essence and engage with both customer and employee audiences. 

Activities to build the brand from the inside-out and engage JAT employees in multiple countries around a common purpose included OCAI and the Competing Values Framework, recognised as one of the 40 most valuable models in the history of business, as well as organisational archetyping, brand archetyping, and message mapping workshops.

“The rebrand tells our customers and employees that we are united under one name, by one story, one look, and we are stronger for it. The inclusive process resulted in strong support from all stakeholder groups and a flawless introduction of the new brand, both in Sri Lanka and regionally. With our new positioning and identity, we are confident that each of our sectors, businesses, and brands will not just thrive, but together deliver consistent growth,” said Aelian Gunawardene, Managing Director, JAT Holdings.

Michel Nugawela Designs has branded and repositioned many of Sri Lanka’s most renowned and respected brands, including Aitken Spence PLC, Hayleys PLC, Dipped Products PLC, Nations Trust Bank PLC, HNB Acuity, Heritance Hotels & Resorts, Lion Lager, Elephant House, and Carson Cumberbatch PLC’s regional palm oil businesses in Indonesia, Malaysia, Singapore, and India. The brand consultancy brings over two decades of leadership in brand strategy and positioning, brand architecture, brand identity development, packaging design, and brand engagement.