In our March 19th You’re MarketingKind gathering JiaJia Smith, brand design expert and a founding member of MarketingKind, will lead a group discussion on brand design for social change.

In this session we’ll explore how brand execution becomes the bridge between purpose and audience and how better design decisions create stronger emotional connection, especially when we’re trying to drive meaningful change.

Please bring examples of purpose-led brand designs that inspire a reaction from you, be that positive or negative.

In this very interactive discussion we’ll explore the practicalities of what works and why in brand designs for social good.

In 2020, JiaJia was made redundant, and started her own business in the middle of the global pandemic.

She had no business plan. No funding. No team.

But she had over 15 years of experience inside hospitality brands, watching good people and businesses struggle not because they lacked creativity, but because they lacked clarity.

Clarity of brand focus.
Clarity of differentiation.
Clarity of how brand decisions actually drive commercial results.

So she built her own brand and design consultancy, focused entirely on hospitality.

Not to make things look prettier.
But to make brands connect harder.

Since then, she has helped hotel groups, restaurants and hospitality leaders:

- Define clear brand strategies that teams champion.
- Build identity systems that scale across real-world guest touchpoints
- Align leadership, marketing and operations around one united direction.
- Turn complex portfolios into coherent, recognisable brands.

She has worked with brilliant brands like Pizza Express, Clermont Hotel Group, ETM group, Evolv collection and The Big Table Group, turning their businesses into the most recognisable brands that stand the test of time.

Now, she focuses on helping hospitality leaders who are navigating growth, repositioning or complexity, where brand perception directly impacts business performance.

If you’re not yet a member of MarketingKind and you would like to join to attend this gathering you can sign up for our 30-day free trial membership by completing your application here.