JPCCC Branding 2015

JPCCC 2015

JPCCC was started in 1944 as the Child Guidance Clinic with the focus being on assisting families with children who were presenting learning and/or emotional problems. Among the services offered were assessments and therapy for both children and parents. Due to the changing needs of South African communities, the Centre has expanded to include services to children, youth, their families and the systems which impact on them. In line with modern Child and Family Care Philosophy and the new Children's Act of South Africa, the strengthening and preservation of family life is the focus of services to communities. Early detection of, and intervention into, difficulties experienced by children and their families is vital in order to build capacity in families and communities.

The aims and focus of the project:
Through community engagement, he JPCCC aims to mitigate challenges faced by children (barriers to learning, social, emotional and behavioural developmental difficulties). The goal is to move children from a state of survival to one of optimal development. By mitigating these challenges it allows for increased opportunity as each child will be able to reach their individual potential. By supporting the development of children and the JPCCC we are able to alleviate some of their challenges.


Our objective, in relation to the character designs:

• Create a variety of skin tones, outfits, accessories, and faces for a paper doll like style representing the logo’s graphic element
• Develop consistency within the graphic elements and the corporate identity,
• Create dissimilar and unique characters that the children could identify, and be able to play with at a later stage.


• We created these characters so that the brand would have consistent illustrations to use in presentations, brochures, videos, and any other format should they see fit.
• Characters create consistency in relation to the brand,
• Can be used (as mentioned before) for a variety of things, for example, a fine motor and memory skills development application.

• Therapy through play: For children to develop fine motor skills, a variety of activities have been provided through the characters.
• In our research, common examples were finger painting, building blocks, and creating paper dolls; which the characters resemble and ties in with the logo itself.
• The features of the dolls are interchangeable
• With regards to the Application and Animation groups, the characters can be turned into customisable and personalised avatars.

• the characters are customisable.
• The faces, hairstyles, skin tone, and clothing can be customised while still maintaining consistency throughout the brand.
• In a digital aspect, the children would be able to create their own JPCCC character through an App platform.
• The user would start with the refreshed JPCCC logo and be provided with a set of existing facial features.
• Facial elements have been grouped to simplify the process.
• The user would be able to select skin tones and customise the colour of specific elements through the colour palettes provided below.
• The user can select pre-made hairstyles and apply them to their character.
• Same concept is applied to the shirts or jackets
• As well as the pants, shorts, skirts or any other accessory.


The brand associated characters can be:

  • Printed at low cost, creating further activities for the children, primarily for the Art Therapy section of JPCCC.
  • Characters are not limited to a digital platform.
  • The JPCCC can print the branding element for children to customise on paper.
  • The children would be restricted by their imaginations and will be enabled to create their own hairstyles, clothing, etc.