J.M. Smucker — Find the Character

The challenge: J.M. Smucker was a company with more than a century of heritage, an expanding portfolio of familiar brands, and ambitions for continued growth. Its digital presence needed to evolve without losing the qualities that made the company distinctive.

The reframing: Rather than invent a new identity, uncover the character already embedded in the organization. Explore its history, culture, and people to understand what made Smucker's unique and how those qualities could guide its future.

The transformation: Developed Timeless Is Timely, a digital strategy grounded in authenticity, simplicity, and quiet confidence. The approach connected the company's heritage with its ambitions for growth, establishing principles for content, design, engagement, and the broader digital experience.

The strategic point: The strongest brand identities aren't always created. Sometimes they're discovered within the organization and translated into experiences that make its values tangible.