JGroup Rebrand by Rafael Cardoso: A Solar Identity for a Beauty Communications Agency

The communications firm JLPR, recognized for its strategic brand development for clients such as Rhode and Cay Skin, has undergone a rebranding and is now called JGroup. This fresh identity, crafted by Mother Sauce (Lauren and Victoria Durden) alongside graphic designer Rafael Cardoso, showcases a vibrant visual aesthetic influenced by print media and modern fashion trends. A distinctive serif monogram 'J' serves as a focal point, framing beauty photography dynamically. The typography blends sophisticated display serifs with practical sans-serifs, and italicized headlines pay tribute to the agency's narrative origins. The color scheme features shades of vermilion orange, blossom pink, pastel mint green, and deep crimson, which are applied to stationery and promotional items. The rebranding can be viewed on Behance and rafael-cardoso.com.