THE BRIEF
Joy Journey, founded by two healthcare professionals turned coaches, focuses on helping burned-out, heartbroken healthcare professionals rediscover the passion in their careers. Jordana and Jennifer needed a brand that was playful yet professional, inspiring and joyful while still conveying the depth of expertise they bring to their coaching. Their brand had to resonate with mid-career healthcare workers seeking a path to rediscovering joy in their professional lives.
THE SOLUTION
Rachel first developed a brand strategy that captured the essence of Joy Journey’s mission, setting the tone for the visual direction. We embraced a retro vibe for the Joy Journey brand, using curvy, playful letters that evoke a sense of nostalgia and fun, making the identity feel approachable and warm. The logo’s design cleverly incorporates the double ‘J’s—representing Jordana and Jennifer—into a symbol that connects their shared journey as founders. The flowing curves of the letter ‘Y’ in “Journey” were shaped like a path, symbolizing the winding and transformative process their clients go through.
To further emphasize the joyful, lighthearted essence of the brand, we included a disco ball in the design, representing celebration and finding moments of brightness even in the darkest times. The combination of bold pinks, starbursts, and high-contrast photography tied everything together, creating a vibrant, retro aesthetic that brings the brand’s message of joy and empowerment to life.
SERVICES
Brand Strategy – Rachel, Brand Strategist
Logo Design – Sandy, Brand Designer
Brand Identity – Sandy, Brand Designer
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