My role:
Design tools:
Figma
Illustrator
Photoshop
Deliverables:
Visual identity
Creative Direction
Team:
Product owner
Duration:
4 weeks
Summary
Joornie is a budding travel and lifestyle startup aiming to position itself as a modern, adventurous, and aspirational name in the industry. The goal was to craft a distinctive visual brand identity that embodies the brand’s essence—wanderlust, style, and authenticity—while appealing to a diverse audience of travelers and lifestyle enthusiasts.
Client’s Needs
The client approached me with a vision and needed a cohesive visual identity to bring it to life. This meant;
a unified brand image,
consistent visuals that capture the brand’s tone and values,
a flexible identity system to adapt across all touchpoints; digital, print, and merchandize.
I had discovery sessions with the client to understand their vision, brand personality, and target audience. They also shared insights from their market research and competitor analysis which set the precedence for identifying industry trends and differentiating the brand.
I developed 2 design directions. We selected the direction that best reflected the brand’s dual focus on travel and lifestyle.
Solution
In the execution, I developed;
A responsive logo design. A minimalist symbol representing exploration and connection paired with a custom wordmark.
A color palette comprised of a vibrant palette inspired by nature and travel—sunny landscapes, golden hour tones, lush greenery, and clear tropical waters. These warm and cool tones balance energy and serenity, reflecting the brand's adventurous yet calming essence while resonating with a modern audience.
Other visual assets including patterns, icons, and imagery guidelines to enhance storytelling and brand recognition across all platforms.
Fun Fact
Joornie wasn’t the client’s first choice name. After a couple of discovery sessions and about 16+ work hours, the client found that their initial brand name—Njém—was registered by another business. We had to work together on a new brand name—Joornie. Interesting, I know.
The identity positioned the brand for a successful launch, establishing credibility and appeal within its target market. It also laid the groundwork for strong user engagement across social media and other touchpoints.
In creating the visual brand identity for this new travel and lifestyle brand, we had the opportunity to create something truly unique from scratch. The resulting design system effectively captured the brand’s adventurous and stylish personality, setting the stage for its growth in a competitive industry.
The unique challenge of an unavailable brand name taught me a lesson in doing due diligence before going all in on a project. I will run a quick name-check for a client next time, even if they had done so before engaging my services.
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