Jaws Group
Unifying a group while preserving individual identities
Jaws Group brings together agencies that each built their own name: Splashr, Sparkle, Arke, 89 Digital and others. Every one arrived with its own clients, its own culture, and a logo its teams were attached to.
Brand Appart built the group brand: positioning, identity, a colour system drawn from the agencies themselves, and guidelines the group runs without us.
The challenge
Unify without absorbing
Each agency keeps its name, its logo and its clients. The group brand had to sit above them without flattening what made each one worth acquiring.
A group that isn't done growing
More agencies will join. The system had to welcome colours and names that don't exist yet, without being rebuilt every time.
Predator or partner
The name invites a shark. Played straight it reads aggressive, the opposite of how a group wants to be seen by the teams it just brought in.
Brand Strategy
One roof. Every name intact.
The group had acquired reputations, not just companies. So the parent brand was designed as a roof rather than a replacement: each agency keeps its name and its logo, and the group brand carries only what they share.
That single decision shaped everything downstream. The system had to read as one group at a glance and still leave each agency legible up close.
Brand Identity
The wave, not the shark.
The first route played the name literally, with a shark fin worked into the logo. It read as predatory, and a group built on collaboration could not lead with that. We kept the marine idea and changed the gesture: a wave, carried through the logotype.
The colour system is drawn from the agencies themselves, running from sunset to midnight on a black base. The range is deliberately wider than the group needs today, so an agency joining next year finds its colour already inside the system.
Deliverable
A system the group runs itself.
We defined the platform, designed the identity and shipped it as a working kit: logotype with its wave and gradient, a custom alphabet built from sticks and circles, the full colour system, and brand guidelines hosted on Figma with preset gradient styles, reusable shape packs and simple typographic rules.
Then the applied layer: logo exports in every format, the commercial brochure, group presentation templates, and LinkedIn and Instagram post templates the teams fill in themselves.
Result
One group, read at a glance.
Jaws now presents itself as a single house without asking any agency to give up its name.
The guidelines were built for internal handover, so the teams produce their own decks, brochures and social posts without coming back to us for every asset. And the system still has room: the colour range already covers agencies the group has not acquired yet.
Testimonial
Working with Brand Appart has been an absolute pleasure. Beyond their creativity and professionalism, there’s a real sense of kindness and care in everything they do. The team is always open, generous, and never gets stuck on small details, they never say no. I was truly impressed by their reliability, flexibility, and collaborative spirit. I couldn’t recommend them more!
