Task

Support the launch of the JWX brand, following the joining of JW Player and Connatix, by refreshing the website (in terms of development and content) and redefining its communication approach. The objective was to move from a product-based narrative to an audience-based one, clearly reflecting the unified brands, their approach, values, and the needs of their different client groups.

Tactics

Working in close collaboration with the JWX team, we led the content, structure, and execution of the website refresh, ensuring alignment with the broader rebranding effort.

Our work included:

• Shifting the website communication from individual products to audience-led messaging aligned with the new JWX brand
• Developing all website copy and creative following the newly developed logo and brand book
• Structuring and building the refreshed website pages on Hubspot to support clarity, relevance, and ease of navigation
• Producing four original video assets, created specifically for the website as part of the rebranding content ecosystem

Results

The refreshed website became a central touchpoint of the JWX rebrand, clearly communicating the value of the new brand to its core audiences.

By shifting to an audience-based structure and supporting it with tailored copy and original video content, the website now delivers a more cohesive brand story, improved clarity across user segments, and a stronger foundation for future marketing, sales, and growth initiatives.

See more of our projects here.