BRIEF: To expand and modernise the Jaycar brand whilst maintaining brand equity. Typically known only to electronics enthusiasts, Jaycar’s strategy is to expand its existing customer base and attract new customers by combining their existing authority in the category with a focus on customer participation and education.

ROLE: I led and supported Jaycar’s brand refresh, overseeing the redesign of the logo and brand identity to increase brand awareness. I was responsible for the logo update, creating new brand guidelines, supporting store design and designing POS materials and all digital assets. Additionally, I was the sole designer for Jaycar’s monthly catalogues, managing the entire process from concept through to final artwork. 

CONCEPT: “Think Possible.” By positioning Jaycar as a partner in creativity and problem-solving, the brand engages its existing customer base while appealing to a younger audience interested in tech, DIY, and innovation. Emphasizing the power of unlocking ideas and learning by doing, Jaycar strengthens its identity as the ultimate destination for tech solutions and DIY empowerment.

ART DIRECTION: Precision, innovation, and DIY empowerment, using bold colors, modern typography, and sleek, technical imagery to speak to both hobbyists and professionals in the tech and electronics space.