JEWSON
REBRAND
ROLLOUT
Trade Union
Rolling out a company rebrand is always a challenge. Doing it for a 185-year-old company with over 600 branches, while it’s still running at full tilt, is another challenge altogether. Yet that’s exactly what Jewson faced – and why they turned to Good Humans to help them execute an agile, multi-phase transformation.
The kicker? The brand guidelines were still being created. This made Good Humans the ultimate problem-solvers. It was like rebuilding a house while people were still living there.


Each branch had its own urgent needs for promotional assets and point-of-sale designs, all while Jewson’s larger brand was in flux. Good Humans became the glue that held it all together, adapting to meet local demands while ensuring the brand moved forward.
As the final look and feel emerged, our team developed rules from scratch, applying consistent visual styles across every output. This wasn’t just about safeguarding the rebrand – it was about ensuring a cohesive look, during a transition period in which the blueprint was still being written.
This extended to Jewson Live, a huge event attracting 1000s of tradespeople annually. To launch the brand they took to the road with events in Glasgow, Exeter, Maidstone and Birmingham. Good Humans were responsible for wrapping it from top to bottom. This included VIP invites, wristbands, stage backdrops, social ads, scrolling banners, hanging banners, T- shirts, brochures and a giant jumbotron.
And our work didn’t just help in the short-term; it prepared Jewson for the future by transforming labour-intensive designs into responsive, templated formats. These will save time, resources, and headaches for their internal teams and be future-proofed assets that are as efficient as they are on-brand.

Good Humans’ dynamic, hands-on partnership with Jewson transformed a challenging rebrand into a story of success. By embedding ourselves into their process, acting as problem-solvers and brand guardians, we helped Jewson maintain momentum while redefining their identity. The result was a brand built on action, trust, and community – one that connects with its customers while staying true to its 185-year legacy.
“Good Humans ensure that each brief, no matter how big or small, is handled with the utmost professionalism and care. Their team is always quick to respond and demonstrates exceptional reactivity to keep things moving smoothly to provide consistent, high-quality results every time.”
Amy, Senior Marketing Manager, Jewson