JosephJoseph

Brand purpose and approach refresh, TOV and guidelines 

After 10 years in business, JosephJoseph was in a phase of rapid expansion at home and abroad. With calls regularly coming in from Wisconsin to Singapore, asking what the brand stood for encouraged the founders - brothers Richard and Antony - to reassess the brand. I was recommended by a two different clients and worked with them on a forensic branding exercise to uncover their origins, reframe the brand story and clarify their brand thinking and positioning. The process followed an audit-develop-embed approach - including workshops with the senior team and staff, building vision, purpose and positioning statements as well as developing a design philosophy, brand guidelines and tone of voice. The result was a new statement of the brand’s purpose and approach: Brilliantly Useful Design – a clear steer for the future.