HOT SEAT
Engineering a new future,
developing together South Africa remains the beloved country: a land of great opportunity – as is the continent of Africa. To express its commitment to the country, the continent and a transformed, democratic Africa, Jeffares & Green embarked on a rebranding exercise at the end of 2015.
N
OW KNOWN AS JG Afrika, the company and its staff are excited about the message they are sending – a message that tells the world that Africa has a lot to offer. “Our name change speaks to our commitment to being proudly South African. We want to make a bold statement that we are locally owned and managed, and plan to remain so. The company has a rich heritage and history in Africa. We are very excited about the future and remain committed to our beloved continent,” confirms Phakamile Ngqumshe, director and branch manager: Johannesburg.
A new name with history
The brand development started with the selecThe inclusion of JG in the company’s new name tion of a new name. After much research, the denotes its acknowledgement of, and appreselected options were presented to our staff and ciation for, its history, while Afrika indicates a vote was held. “We really enjoyed the process its independence, its love for the continent, of evaluating the naming options and involving and is a nod to the native African spelling of our staff,” says Paul Olivier, managing director, Africa. This is most obviously represented in JG Afrika. our first democratic national anthem, ‘Nkosi The firm announced its new name to clients in Sikelel’ iAfrika’. "With this name, we will show February 2016, and will launch the new brand the world that we are true to our African roots, throughout Africa in April. while remaining unique and maintaining our “The brand identity was developed and independence,” believes Ngqumshe. designed with a purpose: to remember the company’s history, to reflect its ethos and project its future,” says Olivier. “The logo’s JG AFRIKA OVERVIEW icon is representative of man-made, engiJG Afrika (formerly known as neered, symmetrical lines. These lines Jeffares & Green) was founded in 1922, are contrasted with organic shapes, and is a proudly South African engineering and which represent the environment environmental consultancy firm. It draws from its rich (green) and water (blue), denothistory, in-depth experience and strong African roots to ensure that all interactions ing the environmental sphere of reflect its ethos of sustainability, quality and integrity. JG Afrika’s services. The design The company provides consulting services in all fields of civil and name incorporates the and structural engineering, as well as environmental services, three pillars of the company’s throughout Africa. The group also features specialist companies ethos – experience, quality operating in the fields of geotechnical, environmental and and integrity – while displaying geosciences, pavement technology, traffic and transportation, materials testing, and institutional support. fresh, innovative thinking.” JG Afrika is a member of Consulting Engineers The JG Afrika personality is South Africa (CESA) and is affiliated to FIDIC perfectly portrayed through the and GAMA. All offices are certified by Dekra, new brand colours – blue and according to ISO 9001. green. In addition to the environmental For more information, please visit connotations of these colours, they are www.jgafrika.com.
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IMIESA April 2016
The JG Afrika board members, standing (from left to right): Martha Makhetha, Phaks Ngqumshe, Seetella Makhetha, Jan Norris; seated: Paul Olivier (MD), Nomsa Mkaza, Harold Tiganis
associated with trust, dependability, strength, peace, growth and health. These characteristics perfectly reflect the company’s culture.
The way forward “In planning for 2016, part of our goal for the new year was to sustain the advancement and success that we have achieved for the past 94 years. Over this period, the company has progressed and evolved to keep pace with fluctuations in demand, the industry and customer requirements. To remain relevant, this must be a continuous process,” says Olivier. “As such, a strategy was meticulously devised to take JG Afrika to the next level on all fronts.” As the African proverb goes: “If you want to go quickly, go alone. If you want to go far, go together.” This is the basis of JG Afrika’s longterm plans. “Together, we will continue to grow, learn and develop, with a focus on continuous improvement. The time has come to look to the future and to align our corporate identity with our diverse expertise, our modern approach and the great future Africa has as a growing continent,” concludes Olivier.