JJ Creative Group Is Now Pursu Creative: The Story Behind Our Rebrand

JJ Creative Group is now Pursu Creative. It is the same creative business, led by the same founder, Josh Long, with a new name and identity that better reflect where the agency is going.

The name is new, but the business behind it is not.

Pursu Creative carries forward the experience, client relationships, work, portfolio, and standards built through JJ Creative Group. Existing clients are now working with Pursu Creative, and previous work created under JJ Creative Group remains an important part of our story.

This is not a new agency appearing overnight. It is not a restart.

It is a clearer expression of the business I have been building all along.

Why Did I Rebrand JJ Creative Group?

JJ Creative Group served me well.

It became the name under which I built relationships, developed my experience, created work I am proud of, and learned what kind of creative partner I wanted to be for my clients.

There was nothing inherently wrong with it.

The business simply grew.

Over time, the way I approached branding, websites, strategy, and creative partnership became more intentional. I found myself thinking beyond individual deliverables and asking bigger questions.

Where is this business trying to go?

What is preventing people from seeing its real value?

Does the brand communicate the quality of the company behind it?

Is the website actually helping people understand why they should choose this business?

What creative decisions will support the company's next chapter rather than simply make things look better today?

The more strategic the work became, the more I realized that my own brand wasn't fully communicating what the business had grown into.

JJ Creative Group represented an important chapter. But eventually, the business had outgrown the brand representing it.

The rebrand wasn't about changing something simply because I was tired of looking at it. It was about bringing the identity of the agency into alignment with the work I was already doing and the direction I wanted to pursue next.

The Rebranding Guy Who Neglected His Own Brand

There's some irony in all of this.

I often tell people that I'm "the rebranding guy."

A big part of my work is helping business owners recognize when their brand no longer reflects the quality of their work, the value they provide, or the direction their company is heading.

I talk to clients about perception.

I tell them that a business can improve dramatically while its brand stays frozen in an earlier version of the company. Eventually, that gap matters. The company knows how far it has come, but potential customers can only respond to what they see and understand.

Meanwhile, I had allowed that exact thing to happen to my own business.

My own brand had fallen a few chapters behind the business.

Like many business owners, I had reasons.

Client work came first. The existing identity was familiar. It still functioned. There was always another project that felt more urgent than turning the process back on myself.

And that's what makes these decisions difficult.

You don't always rebrand because something is completely broken.

Sometimes you rebrand because what once worked no longer tells the whole truth.

I had spent years encouraging other businesses to make intentional decisions instead of staying attached to what was familiar. Eventually, I had to take my own advice.

Not changing started to feel less honest than changing.

That realization became the beginning of Pursu Creative.

Why the Name Pursu?

Pursu comes from the word "pursue."

The shortened spelling gives the name its own identity, but the meaning behind it is what mattered most to me.

Pursuit implies movement.

It implies intentionality, curiosity, ambition, progress, and the understanding that there is always somewhere meaningful to go next.

I think that describes good businesses remarkably well.

Most worthwhile businesses are never truly finished.

There is always something being pursued: clearer positioning, stronger perception, better opportunities, more meaningful work, a better customer experience, a stronger team, greater impact, or simply a better version of the business than existed yesterday.

That's where the idea behind Pursu became bigger than a name.

The purpose is in the pursuit.

Destinations matter. Goals matter. Growth matters.

But businesses are also shaped by what happens on the way there—the questions they ask, the standards they establish, the decisions they make, and what they're willing to change when something no longer serves where they're going.

Pursu Creative exists to come alongside businesses during that process.

I don't believe creative work should simply make a business look different. Strategy-led branding and web design should help a business move forward with greater clarity, confidence, and direction.

That's what Pursu represents.

Is Pursu Creative the Same Company as JJ Creative Group?

Yes. Pursu Creative is the new name of JJ Creative Group.

Pursu Creative, formerly JJ Creative Group, remains owned and led by me, Josh Long. The business history, experience, client relationships, portfolio, and creative work developed under JJ Creative Group continue under the Pursu Creative name.

This is a rebrand, not an acquisition, merger, closure, or replacement.

Previous projects credited to JJ Creative Group remain part of Pursu Creative's history and portfolio. Existing relationships and creative partnerships continue. The experience behind the agency did not reset when the name changed.

If you previously worked with JJ Creative Group, received a proposal from JJ Creative Group, or discovered my work through that name, you are in the right place. Pursu Creative is the continuation of that same business.

As the transition continues, you may see the Pursu name appearing across the website, email, social profiles, proposals, project materials, and other brand touchpoints.

But behind those changes is the same business and the same commitment to the people who have trusted me with their brands.

What Is Changing With the JJ Creative Group Rebrand?

The most obvious change is the name.

JJ Creative Group has rebranded as Pursu Creative, and that new name comes with a new visual identity, website, messaging, and overall creative direction.

But the more meaningful change is clarity.

Pursu gives me a stronger foundation for communicating what I believe creative work should accomplish and how I want to work with clients.

The agency is becoming more focused around three interconnected areas: strategy-led branding and rebranding, strategic website design, and ongoing creative partnership.

There is also room within Pursu to share more of the thinking behind the work.

Finished design is important, but the finished design is only part of what clients are hiring me for.

The value is also in identifying the real problem, asking better questions, establishing direction, challenging assumptions when necessary, and translating business objectives into creative decisions.

Pursu gives that way of working a brand that feels much more aligned with it.

What Is Staying the Same at Pursu Creative?

Quite a lot.

I'm still the founder and creative lead behind the business.

The relationships I've built through JJ Creative Group still matter deeply to me. The portfolio, experience, and lessons developed through that business aren't disappearing.

The strategy-first approach remains.

So does my belief that understanding the business should come before recommending the creative solution.

The attention to detail remains. The standards for the final work remain. And most importantly, the belief that branding, websites, and design should support actual business goals remains at the center of what I do.

Same business. New name. Clearer direction.

What Does Pursu Creative Do?

Pursu Creative is a branding and website design agency built around the idea that good creative work needs direction.

Rather than treating branding, websites, and ongoing marketing creative as disconnected pieces, I look at how those pieces work together to shape perception, communicate value, and help a business move forward.

Strategy-Led Branding and Rebranding

A brand is much more than a logo.

It's the collection of decisions that shape how a business presents itself and, ultimately, how people understand it.

Pursu helps businesses build or reshape brands that communicate their value clearly, strengthen credibility, and create a more intentional foundation for growth.

Depending on what the business needs, that can include brand strategy and positioning, visual identity systems, logo design, messaging and verbal direction, brand guidelines, and the broader creative system needed to keep everything cohesive.

Rebranding is especially important to me because I've seen the gap that can form between a business and the identity representing it.

And now I've experienced it firsthand.

When a company's quality, capabilities, or direction have moved forward but its brand hasn't, the goal isn't simply to make everything newer.

The goal is to help perception catch up with reality.

Strategic Website Design

Your website should be an extension of your brand, not an unrelated piece of the business.

That means the strategy, messaging, positioning, and visual language behind the brand should influence how the website looks, speaks, functions, and guides people.

Pursu approaches website design through that lens.

Projects can include website strategy, page planning, user experience, brand-led visual direction, messaging and copy refinement, responsive design, and a search-conscious site structure.

The objective is not simply to launch an attractive website.

It is to create a digital experience that makes the business easier to understand, strengthens credibility, gives visitors clear next steps, and provides a foundation capable of supporting growth.

Ongoing Creative Partnership

Not every creative challenge ends when the brand launches or the new website goes live.

Businesses continue moving.

New opportunities appear. Campaigns need to launch. Marketing materials need to be created. Messaging needs to evolve. New ideas need to become something tangible without allowing the brand to become inconsistent along the way.

That's why ongoing creative partnership is an important part of Pursu.

This can include graphic design and marketing support, campaign concepts, creative direction, social and digital content, ad creative, messaging refinement, marketing materials, brand consistency, and strategic creative support.

The larger idea is more important than any individual service.

I want Pursu to function as an extension of a client's business—a creative partner who already understands the brand, knows where the company is trying to go, and can help maintain momentum without every project starting from zero.

For growing businesses, that can provide access to strategic thinking and experienced creative support without needing to build every capability internally.

Who Is Pursu Creative Built to Help?

Pursu isn't defined by one specific industry.

The common thread is direction.

I work best with people who care about what they're building and want to be intentional about how the business moves forward.

That might be an established company whose brand no longer reflects the quality of its work.

It might be a growing business entering a new chapter, preparing to expand, reposition, launch something new, or compete at a higher level.

It could be a founder who knows the business has value but needs greater clarity around how that value should look, sound, and be communicated.

It could be a team that needs consistent strategic and creative support but doesn't need to build an entire internal creative department.

And it can also be a new business that wants to start with a thoughtful, credible foundation rather than having to undo rushed decisions later.

Different businesses. Different stages.

The connection is the pursuit of something better and the willingness to build toward it intentionally.

The Vision for Pursu Creative

The Pursu rebrand creates a stronger foundation for the kind of agency I want to continue building.

I want to develop deeper creative partnerships rather than simply complete transactions.

I want branding decisions to connect to business objectives.

I want websites to support where companies are heading, not simply document where they've been.

I want strategy, messaging, design, websites, and ongoing creative direction to work together rather than exist in separate boxes.

And I want clients to have a creative partner they can continue turning to after the big launch.

Because launch day isn't the finish line.

Businesses keep moving. Their needs change. Their opportunities change. Their markets change. And their creative direction needs enough structure to remain consistent while still giving them room to evolve.

That's the kind of work Pursu is being built around.

Brands with direction. Creative with purpose.

Ultimately, the vision is to become a trusted creative partner for businesses in pursuit of meaningful growth and to keep raising the standard of both the thinking and execution behind the work.

This Rebrand Is Part of the Pursuit

There's something fitting about having to apply the idea behind Pursu to Pursu itself.

Creating this brand required me to acknowledge that the business had moved beyond its original identity.

It required letting the future of the company have more influence over the decision than familiarity with the past.

And, yes, it required the rebranding guy to finally take his own advice.

But Pursu isn't an attempt to distance myself from JJ Creative Group.

It's the opposite.

It's a way of carrying everything that business helped me build into a name capable of holding what comes next.

The clients, projects, relationships, lessons, successes, mistakes, ideas, and experience built through JJ Creative Group are part of Pursu Creative.

A new identity doesn't erase that history.

It gives that history somewhere stronger to continue.

In that sense, this rebrand is part of the pursuit too.

Welcome to Pursu Creative, Formerly JJ Creative Group

JJ Creative Group is now Pursu Creative.

I'm grateful for every client who trusted JJ Creative Group, every project that helped shape the business, and every relationship that brought it to this point.

JJ Creative Group helped build the foundation.

Pursu Creative is where that work continues, with greater clarity, stronger intention, and a name rooted in the reason I keep moving forward.

If you've been here for a while, welcome to the next chapter.

If you're discovering the business for the first time, welcome to Pursu.

You can learn more about the thinking behind the agency on our About page, explore our branding, website design, and creative partnership services, view selected projects in our Work/Portfolio, or get in touch to start a conversation.

If your business has grown beyond the brand representing it, or you're building something new and want to begin with clarity, let's talk about what you're pursuing next.

The purpose is in the pursuit.

Frequently Asked Questions About JJ Creative Group and Pursu Creative

Is Pursu Creative the same company as JJ Creative Group?

Yes. Pursu Creative is the new name of JJ Creative Group. It is the same business, owned and led by Josh Long, and carries forward the history, portfolio, client relationships, creative work, and experience developed under JJ Creative Group.

Why did JJ Creative Group change its name?

JJ Creative Group rebranded as Pursu Creative because the business and its vision had evolved beyond the original identity. Pursu better represents the agency's strategy-led approach to branding and website design, its emphasis on ongoing creative partnership, and its focus on helping businesses intentionally pursue what's next.

Who owns Pursu Creative?

Pursu Creative is owned and led by Josh Long, founder of both JJ Creative Group and Pursu Creative. Josh continues to provide the creative leadership and strategic thinking behind the agency's work.

What services does Pursu Creative offer?

Pursu Creative focuses on three primary areas: strategy-led branding and rebranding, strategic website design, and ongoing creative partnership. Supporting capabilities can include brand strategy, positioning, logo design, visual identity, messaging, graphic design, website strategy and design, campaign creative, marketing materials, copy refinement, and creative direction.

What happens to previous JJ Creative Group projects and clients?

Previous JJ Creative Group projects remain part of Pursu Creative's history, experience, and portfolio. Existing client relationships and ongoing projects continue under the Pursu Creative name. The rebrand changes the agency's name and identity; it does not erase the work or relationships established through JJ Creative Group.

Where is Pursu Creative located?

JJ Creative Group was based in and primarily served Altoona, Pennsylvania and surrounding areas. Now, Pursu Creative is based in Pittsburgh, Pennsylvania, and works with businesses throughout Pennsylvania, surrounding areas and across the United States.

About the Author

Josh Long is the founder and creative lead of Pursu Creative, formerly JJ Creative Group. He works with businesses on strategy-led branding, rebranding, website design, and ongoing creative direction, helping companies create brands with greater clarity, purpose, and direction.