Jump Capital was set up as private equity firm whose goal was to specifically identify mid-range companies that would benefit from investments by leveraging a quantum change in their outcomes.

The message in the brief was clear - step change. My goal was to create something raw and dynamic illustrating that paradigm shift. The work of artist John Reynolds had always been an inspiration to CEO Leigh Davis. He felt that John would be philosophically in tune with the new brand, and John agreed to collaborate, and create the artwork.

To launch the new brand, Leigh, a man of words himself, wrote the copy: Jump. Start. New. Economy. The requirement was a simple and economical direct mail piece, I suggested a sheet of tear-off postcards.

The hard edged and raw photographic style and seemingly incongruous subject matter reinforce the visual identity as well as the copy. This theme was to follow in subsequent visual communication.