Justice AV Solutions

Brand Positioning and Essence Workshop


Workshop Overview

Headquartered in Louisville, for over 35 years JAVS has been the global leader in digital recording solutions. Their products are integrated in over 6,000 courtrooms throughout the United States and eleven countries spread over four continents, including Mexico, South Africa, Namibia, Tanzania, Kenya, Tasmania, Malaysia, and Canada.

JAVS brand stakeholders came together with Scoppechio to develop inputs for the development of JAVS’ brand positioning, character, and expression. The workshop was successful and provided the foundation to promote JAVS in the eyes of their
target audience(s).

Themes were created through collaborative discussion and exercises relating to the JAVS audience, the brand positioning, character and overall tonality.

This summary captures key themes and outcomes from the workshop that will be used in defining the brand identity through completion of the project.

Research Review and Competitive Discussion

Project Plan

  • Activities & Deliverables

JAVS Vision and Business Growth Objectives

What have we learned

  • Business trends and landscape
  • Who is the customer? (Stakeholder map and personas)
  • How and what they need

Role of marketing

  • JAVS Brand
  • Competitors
  • Marketing vs. sales – B2B model
  • Audit of digital assets and marketing materials

What Business Are We In?

Creative exercise followed by brainstorming session

  • We create and support AV recordings
  • Enabler of due process
  • Preserving the record
  • Piece of mind
  • Capturing record/event with out subjectivity
  • Promoting truth and accuracy
  • Assisting the courts
  • Fellow protectors of the integrity of the record
  • Accountability through transparency
  • Truth and justice facilitation
  • Pure first time capture
  • Elevating efficiencies (time, money, HR vs. tech)
  • Access at all levels
  • Partnering with the courts, providing innovative technology solutions, helping better protect the record
  • Custom solutions
  • Court-centric
  • Minimum standard of care
  • Education
  • Content
  • Game-plan
  • Indisputable consistency

Product Attributes

Value • Innovation • Partnership

Points of Difference

  • 30 Years Experience
  • American-made
  • On-site Service Fully-Integrated
  • Specifically Designed For Courts

Points of Parity

  • Modern Technology
  • Customized Solutions
  • Reliable
  • Quality
  • Wide Range of Products
  • Scalability

SWOT Analysis


Target Consumer Personas


Expression Slider


Brand Essence


Brand Positioning Statement and Taglines

JAVS promotes accuracy and efficiency through AV recording solutions, guaranteeing the preservation of the record for tomorrow’s court system.

  • JAVS. The fail-safe solution to preserve the record.
  • Accuracy. Efficiency. Reliable. In Every Case.
  • JAVSecure™. Preserving the record at its purest.
  • Pioneering Tomorrow’s Justice System.
  • Building Foundations for the Future.
  • Serving Those Who Serve Justice.

Project completed while employed with Scoppechio. The comments and opinions expressed on this site are of the individual author and may not reflect the opinions of the agency or client brand.