A reimagined brand and website to deliver growth.

Jigsaw had built deep trust in classrooms over many years and needed an identity to reflect its values and the equity it had built with its audience. We needed to carry the brand forward, without losing the familiarity educators and children already recognised through the characters and overall identity.

Our focus was to build a clear understanding of the brand and business through a series of collaborative discovery and strategy workshops with key stakeholders. This set our foundation. Clear objectives. Clear priorities. No assumptions.

We began by developing the foundations of the brand through two online workshops, followed by an in-depth interview with the founder. This gave us the raw material from which to define the big idea, build the narrative and brand framework, and start to structure everything from brand positioning and key messages to values and writing principles.

What emerged was the strategic base from which to develop not just the identity, but the approach to the website and all future brand communications.

We carefully worked with the team at Jigsaw to carefully refine this positioning, leading to a confident, future-facing brand narrative built around the big idea of ‘Piecing their world together’.

The process was not without its challenges. The founder brought valuable detail and history, but also a strong emotional attachment to elements of the existing brand, which ultimately allowed us to retain the key parts of the brand that kept Jigsaw, authentic to is original vision.

As always, we handled all input respectfully, keeping the needs of the brand front and centre, and continued to advocate for a direction that would support Jigsaw’s growth, its broader audiences, and the long-term consistency of the brand.

Balancing our understanding and empathy while providing strategic branding expertise meant we were able to protect the integrity of the work. It meant the brand benefitted from all the right inputs, while the relationship stayed constructive, and we were able to retain as much of the DNA and authenticity from the original brand vision as possible.

A key part of the brand work was simplifying the sheer number of variations in the identity and its usage. We simplified the colour system and increased contrast and consistency. The result is a full light and dark accessible palette, paired with bold typography, to create a striking but coherent identity.

Jigsaw’s characters are a core part of how the brand connects with schools. We created a new set of bespoke illustrations that feel modern, inclusive and right for today’s classrooms. They were evolved, not replaced, so the brand stayed familiar while becoming more consistent and future-ready.

The updated characters now have a clearer role across the identity, bringing warmth and playfulness that reflects the children and educators Jigsaw supports.

To ensure the brand works across its two audiences (early years and secondary), we built a system that adapts the visual language to each. For early years, characters sit on bold solid colours. For secondary, they’re paired with freer, more fluid shapes. The result is a brand that feels flexible and dynamic, without losing consistency.

We designed the brand to work in the real world, so teachers and marketers can use it confidently without complexity. To support that, we created a comprehensive online brand guidelines system to keep execution consistent across every touchpoint. Simple.

The old site structure made it harder than it should have been to find the right content.

We rebuilt the information architecture from the ground up, mapping pages to real user journeys. Teachers, schools and decision-makers can now navigate intuitively, understand the offer quickly, and reach key information without friction.

Design was refined to support that clarity. Simpler layouts. Stronger typography. A more confident use of colour. Every decision was made with usability, accessibility and consistency in mind.

The result is a website that feels warm and inviting, while keeping focus on the actions that matter in supporting lead generation.

The website was built as a robust, scalable WordPress platform. Performance and accessibility and search were prioritised throughout the build. The CMS was tailored to make content management simple for the internal team, removing friction and reducing reliance on developers. The result was a platform designed to grow with the organisation.