JoyCorpCase Study
Rebranding.

JoyCorp

Charities & NGO

The Brief

JoyCorps is a CATALYST FOR SUSTAINABLE COMMUNITY TRANSFORMATION.

They equipped, resourced, trained, and empowered agrarian and craft-based entrepreneurs who are committed to restoring vulnerable communities through redemptive venture creation and maker communities.

It was noted that Joy was at the core of the brand, the first part of the name, and their desire for each person. It is a natural outflow of someone who is thriving.

THE SCOPE

— Brand Strategy
— Identity
— Visual Language
— Tone of Voice
— Stationery
— Brand Guidelines
— Application & Communication
— Launch Campaign

THE HUMAN INSIGHT

The brand was based around the ripple effect idea, the thought that along each step of the journey a ripple could radiate outwards and through that those interacting with JoyCorps could choose whether it was joy that radiated outwards or not.

The ripple effect was used in pattern devices and crafted into the emblem used
within the brand mark. JOY with ripple lines emanating from the O outwards, which informed the design of the J and Y. It was inspired by the human thumb print and fabric patterns. A muted colour palette was chosen to allow the joy to shine through in other areas. Together the brand worked together to create circular shapes which represented a symbol of purity, oneness, regeneration and of course, Joy.

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