The Making of SDJ

The Making of SDJ

Derek Johnson, our beloved father, was more than just a family member; he was a visionary and a pillar of strength for our brand. From the very inception of our company, he believed in our dreams and supported us in every way possible. His guidance, wisdom, and unwavering support were instrumental in our initial success and continue to inspire us today. Derek's legacy lives on in the values and principles that guide our brand.


After months of careful planning and collaboration, we embarked on a journey to revitalise our brand. We assembled a team of talented designers, marketers, and strategists who shared our vision. Together, we sought to create a new visual identity that would capture the essence of our brand and resonate with our audience.



The process of rebranding is not merely about changing logos or colors; it is a meticulous and multifaceted undertaking. Our team conducted extensive market research and competitor analysis to identify opportunities for differentiation. We delved deep into understanding our target audience, their aspirations, and their evolving needs. Armed with these insights, we began crafting a new visual identity that would authentically represent our brand.

Our creative journey took us through numerous design iterations, brainstorming sessions, and consultations. We explored various color palettes, typography, and imagery until we found the perfect amalgamation of our brand's essence and contemporary aesthetics. The behind-the-scenes shots we share in this blog post are a testament to the passion and dedication poured into this transformative process.

We embrace this new chapter in our brand's journey, we cannot help but feel an overwhelming sense of gratitude towards our late father, Derek Johnson. His unwavering belief in us and his support throughout the years have brought us to this significant milestone. The brand refresh is not just a visual transformation; it is a tribute to Derek's legacy and an embodiment of our collective dedication to excellence. We invite you to join us on this exciting new venture as we continue to build upon the foundations laid by our beloved father.

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