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677 W Palmdon Dr #101
Fresno, California 93704 - 559 438-2180
- https://thehyphenteam.com/
After 30 years, JP Marketing has transformed into HYPHEN. Our new name embodies our core belief in connection—the bridge that links ideas, strategies, and people to create something bold, unconventional, and impactful. Media Production Services - HYPHEN more clearly reflects our mission: crafting campaigns that go beyond individual components to inspire powerful, meaningful outcomes.
Media Production Services - Hyphen
For over three decades, we have pursued one goal: forging unconventional connections that spark action and drive results. The Media Production Services - Hyphen, through our Media Production Services, blends proven strategies with fresh ideas, helping brands break free from the ordinary and achieve extraordinary success. We challenge traditional marketing approaches by embracing innovation, ensuring every project delivers more than expected.
While our name has evolved, our dedication remains unchanged. The Hyphen Team continues to prioritize authenticity, creativity, and meaningful collaboration in every campaign we create. As we embark on this next chapter, we remain grateful for your trust and partnership. We are more than just a marketing agency—we are a full-service team committed to making an impact.
Media Production Services - Hyphen represents more than a name change; it signifies our relentless pursuit of creativity with purpose. Here, collaboration fuels innovation, and every connection we build is intentional and powerful. Our foundation rests on authenticity, craftsmanship, and trust—values that shape our work and guide us in bringing bold ideas to life.
As we move forward, we invite you to join us in redefining what’s possible. With Media Production Services - Hyphen, we are not just creating marketing campaigns—we are forging connections that leave a lasting impact. Together, we will continue to push boundaries, challenge the status quo, and create work that is greater than the sum of its parts. The future is bold. The future is HYPHEN.
San Bernardino Community College District
Trinity Fruit Company’s Squeezed Juice
Black Infant Health
California Highway Patrol
City of Fresno’s Beautify Fresno
Media Production Services - Hyphen Specialties:
Advertising, Marketing, Public Relations, Media Buying, Graphic Design, Website Design, Social Media, Consumer Research, Family-Owned Businesses, Video Production, Photography, Illustration, Branding, and Copywriting
Let’s build something great together.
SERVICES
Get in Contact With Us
Our Portfolio Includes:
Embracing Heritage, Welcoming Growth
Don't Be A Litterhead
Where Hope And Healing Unite
Unveiling Peelz: A Citrus Success
CHP - Thrills That Kill
SBCCD - Successful Enrollment Surge
Navigating A Corporate Merger
Empowering Black Motherhood
Trinity Fruit Company’s Squeezed Juice
County of Santa Clara - Medassist Milestones
CAMPAIGN: Embracing Heritage, Welcoming Growth
CLIENT: Fresno Ag Hardware
SERVICES: Brand Strategy, Visual Identity, Digital Marketing, TV, Outdoor
As Fresno Ag Hardware prepared to celebrate two major milestones—the opening of a new location in Clovis and the remodeling of its legacy Fresno store—our team stepped in to help reimagine the brand’s identity while honoring its rich 146-year history. Through a refreshed logo and a dynamic marketing strategy, we revitalized the brand for modern audiences, blending history with innovation.
Our comprehensive campaign, “The Unhelpfuls,” humorously highlighted the superior customer service Fresno Ag offers compared to big-box stores, using relatable scenarios to engage homeowners, DIYers, and professional contractors alike. Alongside video and radio spots, digital and social media played a vital role in introducing new customers to both locations, while events like the Halloween-themed reopening and Clovis grand opening brought the community together to celebrate.
These efforts not only strengthened Fresno Ag’s presence in the Central Valley but also elevated its legacy as a trusted family-owned business, now ready to serve future generations of customers.
CAMPAIGN: Don't Be A Litterhead
CLIENT: City of Fresno’s Beautify Fresno
SERVICES: Digital Marketing and Advertising, Public Relations
The City of Fresno’s Beautify Fresno initiative was a cornerstone in the Mayor's strategy to eliminate litter in the city’s public spaces. Seeking to change behaviors in a fun yet memorable way, we created a campaign called "Don’t Be a Litterhead.”
The messaging utilizes humor to resonate with residents while highlighting some of the “most littered” items, like cigarettes, coffee cups, and food wrappers. The message spread quickly through video, radio, billboards, digital ads, and bus wraps, generating over 13.6 million total impressions.
To convert this messaging into meaningful change, our team developed the idea for the Million Pound Challenge, which aimed to remove 900,000 pounds of trash by sanitation crews and 100,000 pounds by volunteers in 2022. Remarkably, that milestone was reached around the eighth-month mark, well ahead of schedule.
“When it comes to providing quality content and maximum results for public service messaging, JP Marketing (now HYPHEN) is the gold standard. Their work for our ‘Don’t Be A Litterhead’ campaign was both effective and memorable, and we still get compliments on it years after the campaign is over!!”
Mark Standriff
Director, Beautify Fresno
CAMPAIGN: Where Hope And Healing Unite
CLIENT: Fresno County Department of Behavioral Health
SERVICES: Branding, Digital Marketing and Advertising, Website, Public Relations
The Fresno County Department of Behavioral Health (FCDBH) wanted to expand awareness of its services for mental health and substance use disorders while fighting the stigma associated with them. Our team conducted market research, developed a communications plan emphasizing hope and healing, and crafted a distinct brand identity.
Then, we launched a series of awareness and prevention campaigns utilizing a mix of traditional and digital media channels to engage with the audience directly. These efforts brought together recognizable community members sharing their stories to normalize mental health discussions, while interactive community events helped to highlight available resources and pathways to support. Meanwhile, our clear branding ensured a consistent message and lasting recognition for FCDBH.
As a result, the campaigns generated millions of impressions and increased the public’s understanding of behavioral health services, even contributing to a reduction in suicide rates in Fresno County.
"Hope" Graphic
“My team and I want to thank you for all your work, support, and efforts around our products. You and your team have worked hard and have really helped DBH shine and also help the public. You’ve done some outstanding work, and we are grateful for all your help. Thank you.”
Ahmad Bahrami, MBA
Division Manager-Public Behavioral Health/Ethic Services Manager
Fresno County Department of Behavioral Health
"This is Your Wakeup Call 1 (800)654-3937"
"Let's Start the Conversation"
"May is Mental Health Awareness Month"
"Fresno County Department of Behavioral Health Where Hope & Healing Unite Video"
Kylene Real Story English Video
Addressing Fentanyl Overdose Epidemic
Where Hope and Healing Unite - Fresno County Dept of Behavioral Health & Joel Condreay - Grizzlies
Spanish Language - Suicide Prevention Video
English Language - Suicide Prevention Video
CAMPAIGN: Unveiling Peelz: A Citrus Success
CAMPAIGN: Fowler Packing Company
CAMPAIGN: Branding, Packaging, Website, Photography, Tradeshow
Fowler Packing Company (FPC), a 70-year-old family farming operation and prominent supplier to the Wonderful Company under the Halos brand, faced a critical juncture when the latter ended their long-standing partnership. Urgently needing to introduce a new mandarin orange brand to the market, FPC approached us, desperate for a branding strategy within six weeks.
We got to work immediately, collaborating with their in-house marketing director and the Parnagian family to develop a distinctive name, logo, package design, sales collateral, and tradeshow booth. This involved daily iterations of design work, with meticulous attention to detail, including on-site quality assurance visits to the packaging printer in Florida.
Through this intensive process, we successfully launched Peelz and exceeded FPC’s immediate sales targets within a month of its introduction. Peelz has demonstrated remarkable performance since, selling ahead of expectations and securing significant contracts with major grocers nationwide.
The Peelz Animation
The Peelz Logo
“Thank you all for the incredible work on the bag photographs, trade show booth,and landing page design. They LOVED EVERYTHING, and you guys are just knocking it out of the park. I can’t thank you enough for all the time and energy you put into our brand. THANK YOU!”
Kiah Ruvalcaba
Director of Marketing
CAMPAIGN: Thrills That Kill
CAMPAIGN: California Highway Patrol
CAMPAIGN: Digital Marketing and Advertising, Public Relations
The California Highway Patrol (CHP) was on a mission to combat the rise in illegal street racing and sideshows, particularly ahead of the newest release of the Fast and Furious franchise’s film.
Our team stepped in to create a marketing campaign to increase public awareness of the dangers of these illicit activities while simultaneously working to decrease fatalities and injuries from speed-related incidents.
The strategy involved timing the campaign around the premiere, crafting impactful messaging such as “Thrills That Kill” and “A Threat Not a Thrill,” and leveraging media partnerships for maximum reach. With over 115.5 million impressions achieved and a 45% reduction in street racing and sideshow incidents, the campaign surpassed expectations.
CHP Campaign - Speed Kills Videos
CHP Campaign - Doughnuts Video
“JP Marketing’s (now HYPHEN) partnership with the California Highway Patrol proved instrumental in our mission to curb street racing and sideshows. Their tailored strategies demonstrated a deep understanding of our enforcement goals, resulting in an impactful campaign that resonated with the State of California and our local communities.”
Jose Alatorre, Lieutenant
CHP Academy, Tactical Training Program
CHP Campaign - News-Broadcast Mentions
CHP Campaign - Time Lapse Media Creation
CHP Campaign - Smart Phone Ad
CHP Campaign - Commercial Transit Ad
CHP Campaign- Public Theater Ad
CAMPAIGN: Successful Enrollment Surge
CAMPAIGN: San Bernardino Community College District
CAMPAIGN: Digital Marketing and Advertising
In response to the decline in student enrollment post-COVID-19 pandemic, the San Bernardino Community College District sought to reverse the trend with a goal of increasing enrollment by 20%. Recognizing the competitive educational landscape, our team employed a data-driven approach to marketing their campuses. We leveraged insights to personalize digital campaigns tailored to specific target audiences, like individuals considering returning to school after time away.
The creative content highlighted campus life and diverse educational offerings to boost community awareness, primarily using digital display ads, social media videos, and billboards. The result was a s over the previous year, signaling the success of strategic efforts and reaffirming the importance of clear, measurable objectives from the start of a campaign.
CHC Diploma
Billboard Sign Graphic
Coffee Cup Graphic
Intagram Animated Graphic -1
Animated Graphic - 2
RESULTS SPEAK EVERYTHING - 20% STUDENT ENROLLMENT INCREASE
Billboard Graphics
Social Media Graphics
SBCCD Campaign Mall Poster
SBCCD Graduate Testimonial
SBCCD Campaign "Valued" Graphics
CAMPAIGN: Navigating A Corporate Merger
CLIENT: FocusVision
SERVICES: Branding, Digital Marketing and Advertising, Tradeshow
Through mergers and acquisitions, FocusVision positioned itself to become the global leader in comprehensive consumer research tools for the largest brand in the world. After 40 years in business, this pivotal moment called for updated branding. Our team was trusted to refresh the parent company brand, create an icon-based system for the acquired sub-brands now classified as product offerings, and build a messaging strategy to drive topline sales and turn a 3x EBITDA in 12-18 months.
The quick execution of our messaging strategy resulted in a successful international media announcement within six weeks, solidifying the brand’s new identity and setting the stage for its continued growth and success. The parent company sold at 3x EBITDA within nine months. We were then retained to continue supporting the marketing team during the transition to new ownership.
That was when we doubled down on the messaging strategy and focused on global brand managers with measurable message delivery tactics. Tasked with driving topline growth and bottom-line profitability at that stage, the parent company sold again within the year for 9x EBITDA.
“The JP (now HYPHEN) team rolled up their sleeves and worked through the holidays to meet our expectations for speed and quality and made sure that corporate executives in offices across the globe were on board with the brand, product design direction and website functionality. We are pleased with their work and would recommend them to any other organization looking for strategic brand evolution work.”
Jamin Brazil, CMO
FocusVision Worldwide, Inc. & Founder | Decipher, Inc
CAMPAIGN: Empowering Black Motherhood
CLIENT: Black Infant Health
SERVICES: Digital Marketing and Advertising
Since the program began in 1989, the Black Infant Health (BIH) program has been fighting to improve the historically poor birth outcomes experienced by Black women and their babies stemming from social and economic stressors. However, until recently, many referrals to the BIH program still relied on word of mouth.
To overcome this challenge, our team utilized detailed geo-targeting and strategic media buying to launch an awareness campaign that would help increase referrals and awareness of BIH's resources, services, and support specifically directed toward Black mothers.
The campaign outperformed the estimated lead volume by 216% and cost per lead efficiency by 68%, delivering over 30 million campaign impressions and generating over 3,000 new program referrals.
3,483 PROGRAM REFERRALS
CAMPAIGN: Fresh Flavor, Fresh Branding
CLIENT: Trinity Fruit Company’s Squeezed Juice
SERVICES: Branding, Packaging, Tradeshow, Photography
Trinity Fruit Company is dedicated to utilizing every part of its fruit, minimizing waste, and embracing sustainable practices. To utilize surplus fruits that maybe didn’t look the best for whole fruit products, they introduced Squeezed Juice. This product offers a fresh, 100% juice alternative to commercially available products laden with preservatives and watered down. Targeting health-conscious, on-the-go individuals, we developed an entirely new and timeless brand to penetrate the market and secure retail shelf placements.
The creative assets emphasize convenience and quality through sleek packaging inspired by the vibrant products. Our work culminated in a fun and contemporary website showcasing the brand's uniqueness.
The results were resounding, with successful sales and marketing outcomes leading to the expansion of the product line catering to even more wellness needs.
CAMPAIGN: Medassist Milestones
CLIENT: County of Santa Clara, MedAssist Program
SERVICES: Branding, Digital Marketing and Advertising, Public Relations
The cost of essential
medications has skyrocketed nationwide, leaving many middle-class
individuals who make a decent income and pay for insurance to decide
between life-saving health care and standard household expenses. The
County of Santa Clara stepped in to support this “missing middle”
population with a first-of-its-kind program called MedAssist. However,
people needed to enroll for this needs-based program to work.
Our initial objective was
to reach a total enrollment of 1,000 participants within a few months,
which was crucial for the program’s success. We quickly got to work
developing cohesive branding, focusing on the messaging and logo
design. Our first big push for a digital campaign produced so many
enrollments that we needed to pivot from a leads-generation campaign to
a clicks-based campaign, sending individuals directly to the MedAssist
application. In just under four months, our team helped surpass the
initial goal of 1,000 enrollees, bringing in an additional 748
enrollees on top of the 375 generated by the County over the program's
first two and a half years.
“I have worked closely with the JP (now HYPHEN) team for the last four months and have been impressed with their ability to provide strategic direction and smart solutions while under intense timeline pressure to deliver results. You will find the JP (now HYPHEN) team to be responsive in their communication, strategic in their thinking, and creative in their work product.”
Narinder Singh, PharmD, MBA
Director of Pharmacy, Santa Clara Valley Healthcare
