JBS International, Inc. is a management consulting and professional services firm founded in 1985, specializing in health IT, research and evaluation, international public health, policy analysis, and communications services. With over 400 employees across the United States and a growing global footprint in international development, JBS International serves federal government agencies, non-profit organizations, and private-sector clients worldwide.
After nearly three decades of steady growth and evolution, JBS International faced a critical brand identity crisis that threatened their ability to compete in an increasingly crowded consulting marketplace. The company’s existing brand no longer reflected their sophisticated capabilities, global reach, or the transformative impact of their work across health, social, and educational sectors.
Outdated Visual Identity: The existing brand felt dated and failed to communicate the company’s innovative, human-centered approach to complex social challenges
Unclear Market Positioning: Despite their extensive expertise, JBS International struggled to differentiate themselves from other consulting firms in the competitive government contracting space
Fragmented Brand Experience: Inconsistent messaging and visual execution across touchpoints created confusion about the company’s core value proposition
Limited Global Presence: While working internationally, their brand didn’t reflect their global capabilities or appeal to international development clients
Talent Attraction: The outdated brand hindered their ability to attract top-tier talent in a competitive consulting market
LOGO DESIGN | BRAND MESSAGING | 3D ILLUSTRATIONS | USER EXPERIENCE | WEB DESIGN | VIDEO DEVELOPMENT | PHOTOGRAPHY
The digital transformation strategy centered on creating a seamless, user-centric experience that would demonstrate JBS International’s human-centered methodology through every digital interaction.
Website Redesign: Developed a responsive, content-rich website that showcases case studies, thought leadership, and the human impact of their work
Content Architecture: Created an intuitive information architecture that clearly communicates their diverse service offerings while maintaining focus on outcomes and impact
Interactive Elements: Incorporated interactive features that allow visitors to explore their work across different sectors and geographic regions
Mobile Optimization: Ensured the digital experience performed seamlessly across all devices, reflecting their commitment to accessibility
SEO Foundation: Built robust search engine optimization to improve visibility for key consulting and international development search terms
JBS International’s positioning strategically differentiates them from traditional consulting firms by leading with human impact rather than technical capabilities. By placing “improving the human condition” and serving “vulnerable and underserved populations” at the center of their value proposition, they appeal directly to mission-driven clients in government, non-profit, and socially conscious private sectors.
The positioning elevates them from transactional service providers to passionate partners in social impact, creating a competitive advantage by establishing JBS International as the firm that doesn’t just solve problems—they improve lives.
Jacob Tyler developed JBS International’s brand architecture using a client-centric “House of Brands” model that organizes their extensive service offerings around how clients actually experience and purchase their services. Rather than leading with internal organizational structures, the architecture centers on four primary service families—Program Development & Management, Research & Evaluation, Technical Assistance & Capacity Building, and Technology Services—each clearly aligned with distinct client needs and procurement processes. The framework establishes a critical distinction between “Value of Thought” (their strategic expertise in research, evaluation, and strategy development) and “Value of Solution” (tactical implementation and deployment), positioning JBS International’s intellectual capital as the foundation that validates all implementation work.
The circular brand architecture visualization places JBS International’s core expertise at the center, with service families, lines, and extensions flowing outward in concentric circles, creating an intuitive system that can accommodate their diverse practice areas—from health and justice to international development—while maintaining brand coherence across federal, state, non-profit, and corporate sectors.
JBS International undertook a comprehensive brand discovery process to clarify and strengthen their corporate identity in an increasingly competitive consulting environment. Recognizing the need to better communicate their value proposition, JBS engaged a professional brand communications agency to conduct an extensive brand audit, including competitive analysis and internal and external stakeholder interviews to assess current perceptions and identify their distinctive attributes.
The resulting brand guide serves as a critical strategic framework that defines JBS’s core identity through their purpose (“Drive sustainable change to create a better world for humankind”), promise (“We solve complex problems to help our clients improve lives”), and four foundational values: determination, compassion, agility, and leadership & innovation. The guide establishes a unified voice—wholehearted, intelligent, conscientious, and dynamic—while positioning JBS as a professional services firm serving both public and private sectors.
This comprehensive document ensures consistent brand expression across JBS’s diverse services spanning health, education, justice, and international development. The brand architecture crystallizes around their distinctive tagline “Value of thought. Value of solution,” emphasizing that strategic thinking drives successful outcomes. This systematic approach strengthens JBS’s market position, builds client trust, and provides a foundation for sustainable growth while maintaining authentic connections to their mission of improving lives globally.
