2JCP
What Does It Take to Power a Better World?
In a complex transformative project, we were tasked by Jet Investment fund (the owner of 2JCP and PBS) with unifying two engineering companies from Račice and Třebíč. Initially, they were unaware of each other’s existence, and now, nearly 700 employees were expected to feel like one family. Not an easy task.
Client
Services
Brand Positioning Coporate Visual Idenity Marketing Materials Design Employer Brand Strategy Recruitment Campaign
Industries
Engineering & Production
Date
2022-2025
Strategy
We carried out a complete rebrand of the original 2JCP and helped establish the new brand in Třebíč’s PBS (První brněnská strojírna), where the PBS name had been deeply rooted for over half a century.
The initial phase involved extensive focus groups and workshops with employees from both companies. This diagnostic period was crucial to understanding the internal culture and brand perceptions, which informed the strategic decisions.
The decision was made to create an entirely new brand with a focus on global transitional energy and sustainable power production. The new brand identity, unveiled in the summer of 2022, included a fresh visual style, new positioning, and a compelling brand story.
Brand video to support newly defined position
We carried out a complete rebrand of the original 2JCP and helped establish the new brand in Třebíč’s PBS (První brněnská strojírna), where the PBS name had been deeply rooted for over half a century.
The initial phase involved extensive focus groups and workshops with employees from both companies. This diagnostic period was crucial to understanding the internal culture and brand perceptions, which informed the strategic decisions.
The decision was made to create an entirely new brand with a focus on global transitional energy and sustainable power production. The new brand identity, unveiled in the summer of 2022, included a fresh visual style, new positioning, and a compelling brand story.
Brand video to support newly defined position
Creatives
HR marketing
Logically, during the rebrand, there was a strong need to start with real HR marketing and so in spring 2023, a large-scale recruitment campaign called Real Future will be launched in the Roudnice and Trebic regions. Because we think their future is real, their product is real and the world really needs cleaner energy. This is the future.
People know best why they work here.
With dozens of employees, we went over all the pros and cons of working at 2JCP. Of course, it's a job you have to be passionate about, you have to handle steel and the rigors of global clients.
We have prepared a 360° campaign (billboards, citylights, radio, print and online) for both regions. We achieved brand penetration in the target groups and ensured a steady flow of job applicants.
At the same time, we are working with the client on the overall coverage of other parameters of a good employer brand, such as visibility in communities and municipalities, sponsorship, support for disadvantaged and talented children, and cooperation with schools.
HR marketing
Logically, during the rebrand, there was a strong need to start with real HR marketing and so in spring 2023, a large-scale recruitment campaign called Real Future will be launched in the Roudnice and Trebic regions. Because we think their future is real, their product is real and the world really needs cleaner energy. This is the future.
People know best why they work here.
With dozens of employees, we went over all the pros and cons of working at 2JCP. Of course, it's a job you have to be passionate about, you have to handle steel and the rigors of global clients.
We have prepared a 360° campaign (billboards, citylights, radio, print and online) for both regions. We achieved brand penetration in the target groups and ensured a steady flow of job applicants.
At the same time, we are working with the client on the overall coverage of other parameters of a good employer brand, such as visibility in communities and municipalities, sponsorship, support for disadvantaged and talented children, and cooperation with schools.