Rebrand and campaign  Since 1993, Juma (whose name means “work” in the Akan language of Ghana in West Africa) has helped at risk, inner-city teens turn their lives around through a simple but powerful promise: Help kids help themselves. Juma had a fantastic story, but their branding and marketing materials never lived up to power of the offering. Which is why they asked JMS to re-think everything— from strategy to identity to marketing communications. Developing the theme “Raise the Bar” JMS took a quirk of their name (the bar indicating the long U sound in Juma) and turned it into the centerpiece of a new identity, collateral, web experience and marketing program featuring Juma members, their personal stories and dreams for the future. The work highlights the Juma promise: That everyone can succeed, if they set their sights high.