Always A Good Time

JA Engineering Works 2023 Company Profile

After relocating to a larger space, expanding their offerings, and appointing a new executive team, we crafted a company profile for JA Engineering. Featuring an interview with CEO Matimba Mahange, it captures the company’s evolution and outlines his forward-looking vision.

Objective and Context
A company profile is basically the equivalent of an About page giving an overview of your business – highlighting the company’s mission, values, products, and or services. But it is less a fact sheet and more of a focus on selling a compelling brand identity. This serves to not only speak to new customers but also offer a value proposition to current and prospective employees as to why they should want to work for you.

Creative Concept
Approaching JAE’s request for crafting this we asked the CEO, Matimba Mahange to explore these questions:

– What is JAE?
– What differentiates JAE from its competitors?
– Who are Matimba Mahange and his incoming members of the executive committee and what value does they bring to the table?
– What is his vision?
– What lessons has he learned on his journeys?
– And what internal vision does he want for the company and its workers moving forward?

We formulated these questions to create the basis of the profile. The focus was simple, introduce Matimba and the exco-team that followed him into the business and his vision for JAE whilst also highlighting the new factory that the company operates from and capturing its scale. All of these points signal a new era in the story of JAE.

Execution and Process
We took the time to explore JAE’s factory grounds and were given a brief overview of their product and service offerings. Through exposure to the scale of the factory, the need to capture it from above through a drone to emphasize and highlight that fact was brought to the forefront. It is also through navigating its grounds did we notice the importance of a message that is inclusive of the engineers on the ground. We noted that the Call-to-Action speak not to the clients but to the employees as noted by the final question in the interview.

We outsourced a licensed drone pilot, Irfaan Kokate of Irfaan K Productions to shoot the drone shots to avoid legal issues considering that the factory is not that far off from OR Tambo International Airport. Irfaan not only provided the shots according to his brief but also captured the spatial relationship of the different departments within the factory. This is particularly noted in a bird’s eye view shot that travels from the paint department to the refurbishment and repairs departments respectively.
With Irfaan providing a larger scope view of the departments we focused on the details of the factory – the people who make up the space and what they see from their perspective. This served to both ground the viewer and place them within the confines of the factory, allowing them to walk in the workers’ shoes.

With regards to the interview, we used the backdrop of Matimba’s office as a show of intent – this is a man about his business. Emphasized by his seating positioning and tone, the focus was to establish a sense of urgency and authority, suggesting a man engaged in not only expressing this company’s story but also leading the way forward. Matimba is a family man and so the out-of-focus images of his daughters in the background were placed strategically to suggest a higher purpose to this journey.

The aim was to create two profiles, one longer-form video to share with prospective funders & investors where Matimba goes into more detail about himself and his and the incoming exco team’s backgrounds and a shorter-form video for prospective clients which only covers the history of JAE, its services & products, and the vision for the company.

Results and Impact
The client was happy with the project and felt that the ideas presented in planning were brought to life as reflected in the referral letter.

Visual Assets