James Jones and Sons
History of Innovation Campaign
About the Client
James Jones & Sons Ltd is no ordinary timber company. This five-generation, family-owned business has shaped the UK forestry landscape for over 180 years. From humble Scottish beginnings to becoming one of Europe’s most advanced timber processing groups, their story is one of bold ambition, engineering excellence and deep respect for the land. Their expertise spans sawmilling, timber engineering, pallet production, forestry, land management and renewable energy, all underpinned by an unwavering commitment to innovation and sustainability.
The Brief
With a legacy this rich, James Jones wanted to do more than mark time — they wanted to celebrate it. The brief? Create a powerful campaign that captured both their pioneering spirit and proud heritage. A story not just of where they’ve come from, but where they’re heading next. It had to work across every platform — digital, print, video, exhibitions — and leave a lasting impression.
Creative Strategy
It started with a discovery: a goldmine of original photography dating back to the company’s earliest days. Decades of timber history, captured on film. The brain moment; Fuse these historical images with brand-new photography to create one seamless visual narrative. The past and present, side by side. Not as a gimmick, but as a genuine reflection of a business that’s always been one step ahead, without ever losing sight of its roots.
Design Execution
From a vast archive of incredible images, I selected those that could be split and reimagined. I began sketching detailed scamps by hand, mapping out how old and new could meet in a single frame. Once the concept was approved, I brought in the brilliant photographer and retoucher Steve Reid. He didn’t just shoot the modern half of the story, he blended it beautifully with the past, creating imagery that feels timeless, proud and full of character.
To support the visuals, I crafted a set of campaign lines that told the story simply and confidently:
- A History of Innovation
- 180 Years of Innovation
- What do you do with 180 Years of Innovation? Pass it on.
- Family Owned for Five Generations
The Results
The response? Immediate and enthusiastic. James Jones & Sons embraced the campaign wholeheartedly, their first of this scale and ambition. The imagery now features across their website, social media, visitor centre, corporate videos and events nationwide. It has become part of the brand’s identity, continuing to inspire customers, partners and employees alike.
And the industry noticed too. The campaign was shortlisted for Best Art Direction at the prestigious Roses Creative Awards in 2021.
Feedback
“I have worked with Andy for several years, both developing brands and also delivering integrated campaign ideas. He is extremely talented on both counts and will take the brief and deliver the creative beyond any expectations. I’ve found him to be reliable and fun to work with and will produce work of an exceptional standard, bringing the whole project to life.”
Emma Loftus, Head of Brand Marketing
James Jones & Sons Ltd
