Legends are made by those who write the stories.
Organizational anniversaries are an opportunity to build brands and craft narratives that celebrate a company’s core values and culture. For NJI, the agency’s 15th anniversary allowed us to showcase the punch and wit that we bring to our client work every day.
Point of Inspiration
Every good idea is shaped by a spark of inspiration, a consistent narrative thread, and a fearless editor. Crystal, the traditional 15th-anniversary gift, inspired a creative exploration of color, shape, texture, typography, and language. Big ideas. Big inspirations. No idea is too wild or wonderful in this early stage of design development.
The refined point-of-view for the 15th anniversary sought to demonstrate NJI’s core values and the longevity of a diverse and well-considered brand narrative: a five-part sensory experience for clients and staff paced across the year to infuse surprise and delight into every season.
Honing a creative viewpoint that would resonate across digital, print, swag, event materials, and experiences set a high standard for the milestone brand that was readily flexible and scalable.
We invite you to reawaken your senses.
XV is the Roman numeral equivalent of 15. Rarely seen, the elusive Roman numeral adds gravitas to a moment, while enriching it in bygone history. A classic watch-face circles time in Roman numeral increments serving as a reminder of the modern 15th-anniversary gift – a timepiece. This logo form is built to be sharp, like a shard of obsidian, the stone that is considered to pierce into the darkness to reveal the truth itself.
NJI set its intentions early in the year to invite and inspire playful engagement and exploration:
“As we mark our crystal anniversary, our team acutely feels the positivity that stems from the unexpected respite of being home these past two years, and we deeply feel the loss of togetherness and shared experiences taken so abruptly from our lives. Inspired by the classic and modern anniversary symbols of crystal and time, we have envisioned a year-long celebration for the NJI community that will awaken our senses to create marrow-deep memories linked to our sense of smell, sight, taste, touch, and sound.”
The flower gatherings and afternoon teas that followed across Washington, D.C., London, and Singapore brought together colleagues in unexpected and beautiful ways.
Oh What a Night
The anniversary celebrations culminated in an evening with clients, colleagues, friends, and family at The Kreeger Museum in Washington, D.C. We brought NJI’s full global team together for the first time in the company’s history.
Providing a dash of whimsy from the very first touchpoint, VIP guests received an invitation in the form of a custom-printed silk scarf, featuring an original design of the NJI anniversary year ethos: Persistent curiosity is the greatest act of rebellion.
Invitation language underscored a feeling of excitement and adventure. Each communication followed a similar tone and style.
During the 12 months of NJI’s 15th-anniversary celebration, nearly every team member contributed an idea or asset, task or staffing, to help make thousands of moments — big and small — possible. The five senses’ inspiration took on a life of its own as teams and individuals explored new design styles, studios, public spaces, tiny tea shops, small businesses, and so much more. The process itself was an investment in NJI’s global team, clients, and supporters over the past 15 years.
Having the opportunity to say thank you face-to-face is unmatched as a point of treasured connection. Each time we had the opportunity to gather, we saw the value in the quality of our conversations, the acceleration of our work, and the groundwork laid for future collaborations. The impact was tangible. NJI at 15.
At a glance:
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