Reform Collective is a digital-first, full-service design and development agency based in Salt Lake City, Utah, that builds brands, websites, and digital products for startups and growth-stage companies [1][2]. The agency was established in 2015 and was formerly known as JellyJar Co before the team introduced the Reform Collective name [3][4].
Design and History
Reform Collective’s visual identity is a typographic wordmark that appears in the site header and across its digital presence. The agency’s own site describes the brand as “Reform Co” and uses the tagline “all pinkies up since 2015” [3]. The wordmark is presented in a monochrome black treatment, consistent with the agency’s stated design philosophy of living in the details, where “those small sweated over details in the pixels, the code, and the moments” define the work [3].
In July 2025, the agency launched a redesigned website, documented in a detailed case study on Codrops. The redesign was described as a reset that stripped the site down to essentials with a clean layout, wide spacing, and minimal structure. The team stated the previous site “was no longer working for us” because it created friction with convoluted navigation and a visual style that did not align with the work they were showing clients. The new site was designed to feel “open, confident, and easy to move through,” reflecting how the agency approaches client work: “intentional, clear, and results-focused” [5].
The agency’s own identity functions as a demonstration of its branding capabilities. Reform Collective lists “Logo Identity” and “Brand Systems” among its core branding services, and its site was designed and developed entirely in-house [3][6].
Typography and Design
The Reform Collective website uses a combination of typefaces that includes PP Editorial New by Pangram Pangram, FK Raster Grotesk by Florian Karsten Typefaces, and Founders Grotesk by Klim Type Foundry [6]. The site’s navigation was designed to feel structural, with a full-width panel that slides down from the top and displaces the page content rather than obscuring it. The team described the approach as “sharp contrast, bold typography” with no blur, parallax, or visual fluff [5].
Beyond its own identity, Reform Collective has applied its typographic approach to client work. For New Form Capital, the agency led branding, art direction, web design, and development, using TWK Lausanne, Editorial New, and Mondwest typefaces to create what the agency described as “a bold, modern identity” [7][8].
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