JayRay

What JayRay does

JayRay is a women-owned creative marketing and strategic communications agency headquartered in Tacoma, Washington, founded in 1970 and co-owned by Principal + Senior Strategist Bridget Baeth and Principal + Operations Director Bethany Doane. The firm sells professional services — not software — through seven integrated service lines: Branding, Communications, Creative, Digital Experience, Paid Media, Public + Media Relations, and Strategic Marketing. Engagement economics are project-based and retainer, with multi-year contracts common among public-sector and destination-marketing clients; pricing is custom and not publicly disclosed.

The agency's customer base spans six verticals — tourism, government, healthcare, education, nonprofit, and business — concentrated in the Pacific Northwest and West Coast with newer expansion into Arizona, Oregon, and Northern California. Named clients include the City of Tacoma, Kitsap Transit, Tacoma Community College, Snoqualmie Valley Health, Visit Gig Harbor, Visit Federal Way, and Parametrix. JayRay reports measurable client outcomes (e.g., 71% ridership lift for Kitsap Transit Fast Ferry, 30% enrollment gain for Tacoma Community College, 216% website engagement for Visit Gig Harbor) and has accumulated industry recognition including 2024-2025 Viddy, dotCOMM, and Medallion awards, plus South Sound Business 'Best Ad Agency' designation.

Operationally, JayRay leverages commodity AI tools (ChatGPT, Grammarly) for internal productivity and offers AI integration as part of its Digital Experience deliverable; an internal AI Committee sets ethical usage guardrails. The firm has no proprietary technology platform, no public API, and no disclosed software product. Its June 2026 brand refresh (introducing 'Visionary Violet' alongside signature Red Chair) and continued addition of tourism, nonprofit, and Indigenous-heritage clients signal a measured expansion beyond its historical South Sound footprint.

Name

JayRay

Legal name

JayRay

Website

https://jayray.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

JayRay is a women-owned, Tacoma-based creative marketing and strategic communications agency founded in 1970, serving tourism, government, education, healthcare, nonprofit, and business clients across the Pacific Northwest and West Coast with branding, digital, paid media, and PR services.

Ownership category

akta.pro rank

Product category

Marketing and Advertising Services

NAICS

Advertising Agencies (541810), Graphic Design Services (54143)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Management Consulting Services (8742)

akta.pro primary industry

Brand Experience (BX) & Service Design (BPAFAEAI)

Keywords

• Strategic communications agency
• Creative branding services
• Digital marketing campaigns
• Destination tourism marketing
• Public relations services

Headquarters

HQ city

Tacoma

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative and Strategic Services: Project-based and retainer engagements for marketing and communications services including branding, campaigns, digital experience, and strategic marketing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

JayRay is a creative marketing and strategic communications agency providing seven integrated service lines — Branding, Communications, Creative, Digital Experience, Paid Media, Public + Media Relations, and Strategic Marketing — to organizations in tourism, government, healthcare, education, nonprofit, and business sectors. Engagements are delivered as custom project-based and multi-year retainer work, grounded in the agency's Red Chair brand philosophy and led by senior strategists.

Product overview

JayRay is a creative marketing and strategic communications agency founded in 1970, providing a comprehensive suite of professional services rather than a software product. Their offering consists of seven core service lines: Branding (strategy, positioning, visual identity), Communications (internal/external messaging, campaigns), Creative (design, video, copywriting), Digital Experience (web design, development, AI integration), Paid Media (advertising across channels), Public + Media Relations, and Strategic Marketing (analytics, SEO, content). These services work together as an integrated offering, with the agency serving clients across tourism, business, government, education, nonprofit, and healthcare sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Red Chair: The symbolic mascot and brand philosophy of JayRay, representing the act of pausing, questioning and seeing things from new angles. Red Chair has been central to the agency's identity for over 50 years.

Products and services

• Branding Brand strategy and positioning services including brand research, visual identity systems, naming, taglines, brand messaging, and brand guidelines with rollout support. Target clients include organizations undergoing rebrands (e.g., Snoqualmie Valley Health, City of Monroe, Maritime Washington).
• Communications Strategic communications services including clear messaging, internal communications, change communications, strategic planning, outreach and engagement, and integrated campaigns for organizations needing stakeholder alignment.
• Creative Creative services including campaign concepts, graphic design, art direction, creative copy, video storytelling, and design systems. Work has been recognized with Viddy and dotCOMM awards across tourism, healthcare, and public-sector campaigns.
• Digital Experience Digital experience services including web design and development, content structure, storytelling, social media management, e-newsletters, and AI integration for clients needing accessible, user-centered digital properties.
• Paid Media Paid media services including media planning, multi-channel campaigns, display, search and retargeting, paid content promotions, social media and geolocation targeting, and offline and guerrilla strategy.
• Public + Media Relations Public and media relations services including PR plans, story development, media pitching, content collaborations, issues management, and messaging for clients seeking earned media coverage and stakeholder outreach.
• Strategic Marketing Strategic marketing services including marketing plans, audience targeting, content strategy, performance and data analytics, search engine optimization, and event planning and promotion for organizations needing full-funnel marketing programs.

Quantifiable outcome

• 71% ridership increase for Kitsap Transit Fast Ferry campaign
• +6 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• Museum of GlasscoreStrategic or Co-development Partner · 11 June 2026JayRay is supporting the Museum of Glass with strategic communications, creative marketing, public relations and project management for its first-ever capital renovation project and the future opening of the Lino Tagliapietra Legacy Gallery.
• Olympic Peninsula YMCAcoreStrategic or Co-development Partner · 11 June 2026JayRay is partnering with the Olympic Peninsula YMCA on strategic messaging and innovative recruitment initiative to help attract, engage and inspire future childcare professionals across the Olympic Peninsula.
• Maritime WashingtoncoreStrategic or Co-development Partner · 11 June 2026JayRay is supporting the development and promotion of the Tribal Guide to Maritime Washington, a first-of-its-kind resource highlighting Indigenous maritime heritage and inviting residents and visitors to explore Washington's waterways through Tribal perspectives.
• Grant County TourismcoreGTM or Marketing Partner · 3 October 2025JayRay is partnering with Grant County Tourism to showcase area wonders in the 2026 Grant County Travel Planner, shaping editorial flow, story angles, page design and photo curation.
• Visit Federal WaycoreGTM or Marketing Partner · 26 August 2025The City of Federal Way selected JayRay as marketing partner to support its Visit Federal Way initiative, focusing on longer stays through geolocation marketing, influencer activation, media relations and content management.
• Enjoy Port TownsendminorGTM or Marketing Partner · 29 May 2025JayRay was selected to audit the organization's website, recommend changes to attract more online engagement, improve accessibility standards and enhance user experience.
• Humboldt County (Redwoods Coast)minorGTM or Marketing Partner · 29 May 2025JayRay was selected to assess current marketing efforts and develop short- and long-term tourism marketing strategies to unify and elevate outreach for the Redwoods Coast region.
• Explore WilsonvillecoreGTM or Marketing Partner · 29 May 2025JayRay returns as Explore Wilsonville's agency of record in a three-year agreement providing destination marketing services including social media, campaigns, media relations, website content, and brand identity refresh since 2020.
• Discover GilbertcoreGTM or Marketing Partner · 26 August 2024Located outside Phoenix, Discover Gilbert partnered with JayRay to craft a marketing plan and creative campaign showcasing Gilbert's vibrant offerings as a tourism destination.
• Forest GrovecoreGTM or Marketing Partner · 26 August 2024This charming western Oregon city chose JayRay as strategic marketing partner for its Discover Forest Grove tourism program, including image library building and brand messaging.
• Woodinville Wine CountrycoreGTM or Marketing Partner · 26 August 2024JayRay is working with Woodinville Wine Country on creative concept, itineraries and video/photography to promote wine-related tourism activities including golf, water sports, spa visits and hot air balloon rides.
• Annie Wright SchoolsminorGTM or Marketing Partner · 7 August 2024JayRay is developing program partnerships and spreading awareness for the Great Outdoors Adventure Team program attracting seven-day domestic boarders.
• Catholic Community Services / Catholic Housing ServicesminorGTM or Marketing Partner · 7 August 2024JayRay is helping CCS/CHS and the Catholic Charities Foundation with donor communications, photography and design for annual report and fundraising materials.
• The Evergreen State FaircoreGTM or Marketing Partner · 7 August 2024Snohomish County and The Evergreen State Fair team chose JayRay as creative partner for a three-year period including advertising creative development for digital display, outdoor and cable.
• Rainier Scholars - TacomaminorGTM or Marketing Partner · 7 August 2024JayRay promoted the grand opening event for Rainier Scholars' new educational hub and is planning media relations and advertising.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Wieden+Kennedy: Independent global creative agency headquartered in Portland, Oregon with deep Pacific Northwest roots and a similar integrated branding/campaign model. Far larger scale than JayRay, but most culturally and geographically comparable creative peer in the PNW.
• Publicis Seattle (Publicis North America): Global holding-company network with a Seattle presence serving technology, government, and consumer clients with full-service advertising, PR, and digital. Represents the scaled incumbent JayRay competes against on larger Pacific Northwest accounts.
• Ogilvy: Global advertising, branding, PR, and digital agency with dedicated government, healthcare, and tourism practices. Direct scaled peer across JayRay's full integrated service offering and vertical mix.
• Droga5 (part of Accenture Song): Global creative agency known for integrated brand strategy, advertising campaigns, and cultural positioning. Comparable in creative ambition and integrated campaign model to JayRay's top-tier work, though operating at significantly larger scale.

Direct peers

• Edelman: Global communications and public-relations firm with a strong brand strategy and integrated campaign practice comparable to JayRay's PR + branding + strategic marketing offering. Both firms serve healthcare, government, nonprofit, and corporate clients; Edelman is the scaled reference point for JayRay's communications work.
• Landor & Fitch: Global branding consultancy (WPP) specializing in brand strategy, visual identity systems, and brand experiences — directly comparable to JayRay's Branding service line. Useful reference for the branding arm of JayRay's portfolio across healthcare, government, and tourism clients.
• PBJ Marketing: Boutique digital-first marketing agency serving mid-market and consumer brands with integrated strategy, creative, and paid media — comparable size and service breadth to JayRay. Most direct mid-market boutique peer in the broader U.S. agency landscape.
• North (formerly NorthStar): Mid-sized full-service agency offering branding, advertising, PR, digital, and media with a similar vertical mix including tourism, education, healthcare, and government. Closest size and service-mix comparable to JayRay.
• Creature Inc. Independent Seattle-based creative agency offering brand strategy, campaign creative, and design for consumer and cultural clients. Comparable boutique creative peer in the Pacific Northwest to JayRay's Creative and Branding service lines.

Regional players

• Hammerquist Studios: Boutique branding and design studio in the U.S. serving consumer and tourism clients with brand identity, campaign work, and digital experiences. Similar boutique size and PNW/tourism client overlap with JayRay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JayRay