The James at home brand is about personal service enabled through new technologies. James’ target audience is residents of a closed high-rise community. Typically, but not exclusively, these are high income Millenials.
James is that nice, fairly hip, young guy who lives next door to you and you’d trust with the keys to your house. The brand needed to reflect a contemporary, eclectic, sophisticated and human personality. We featured the letter ‘J’ to create a key icon for their brandmark.