I'm Joe and I create work that matters with craft + curiosity.
I'm Joe and I create work that matters with craft + curiosity.
I'm Joe and I create work that matters with craft + curiosity.
I'm
Joe
Joe
and
I
create
work
that
matters
with
craft
craft
+
curiosity.
curiosity.
I'm Joe and I create work that matters with craft + curiosity.
HOKA
,
Identity
,
2025
HOKA wanted more than a points programme. They needed something that made runners feel like they belonged to something bigger than just buying shoes. The work repositioned HOKA as the “run club captain”, connecting runners through shared challenges and exclusive rewards, and shifting loyalty from points to a wider community.
HOK_01.JPG
HOK_02.JPG
HOK_03.JPG
HOK_04.JPG
HOK_05.MP4
HOK_06.MP4
HOK_07.MP4
HOK_08.MP4
HOKA
,
Identity
,
2025
HOKA wanted more than a points programme. They needed something that made runners feel like they belonged to something bigger than just buying shoes. The work repositioned HOKA as the “run club captain”, connecting runners through shared challenges and exclusive rewards, and shifting loyalty from points to a wider community.
HOK_01.JPG
HOK_02.JPG
HOK_03.JPG
HOK_04.JPG
HOK_05.MP4
HOK_06.MP4
HOK_07.MP4
HOK_08.MP4
Glorify
,
Identity
,
2023
The #1 Christian devotional app needed a rebrand that captured their core message of spiritual abundance. The concept used letterforms as the foundation of the entire interface: glyphs became backgrounds and structural elements, creating a sense of visual fullness so every screen felt rich and layered. The client passed on the concept after extensive exploration, but it showed how a single typographic idea could become a cohesive system.
GLO_01.JPG
GLO_02.MP4
GLO_03.MP4
GLO_04.MP4
GLO_05.JPG
GLO_06.MP4
GLO_07.JPG
GLO_08.JPG
Glorify
,
Identity
,
2023
The #1 Christian devotional app needed a rebrand that captured their core message of spiritual abundance. The concept used letterforms as the foundation of the entire interface: glyphs became backgrounds and structural elements, creating a sense of visual fullness so every screen felt rich and layered. The client passed on the concept after extensive exploration, but it showed how a single typographic idea could become a cohesive system.
GLO_01.JPG
GLO_02.MP4
GLO_03.MP4
GLO_04.MP4
GLO_05.JPG
GLO_06.MP4
GLO_07.JPG
GLO_08.JPG
Citizens Design Bureau
,
Identity
,
2025
Citizens Design Bureau is an architecture studio whose work centres on people, places and purpose. The visual system was built around three pillars in their name - Citizens, Design and Bureau - each with its own icon library that could mix and combine. On the website loading screen, the icons shuffle and recombine to show how people, places and purpose constantly interact in their work. Although the project was shelved due to budget constraints, it showed how their abstract values could become a working, human‑centred system.
CDB_01.JPG
CDB_02.MP4
CDB_03.JPG
CDB_04.MP4
CDB_05.JPG
CDB_06.JPG
CDB_07.JPG
CDB_08.JPG
CDB_09.JPG
Citizens Design Bureau
,
Identity
,
2025
Citizens Design Bureau is an architecture studio whose work centres on people, places and purpose. The visual system was built around three pillars in their name - Citizens, Design and Bureau - each with its own icon library that could mix and combine. On the website loading screen, the icons shuffle and recombine to show how people, places and purpose constantly interact in their work. Although the project was shelved due to budget constraints, it showed how their abstract values could become a working, human‑centred system.
CDB_01.JPG
CDB_02.MP4
CDB_03.JPG
CDB_04.MP4
CDB_05.JPG
CDB_06.JPG
CDB_07.JPG
CDB_08.JPG
CDB_09.JPG
EOSC
,
Identity
,
2022
EOSC is a platform that connects hundreds of European research institutions. The identity was chosen through a Europe‑wide competition and needed to avoid the usual scientific clichés. The final mark uses the letters “eosc” as both wordmark and symbol, with the rotated “s” creating rhythm, suggesting a pie chart and hinting at infinity. The logo adapts for co‑branding with partner institutions, and researchers said it finally felt modern rather than academic.
EOSC_01.jpg
EOSC_02.jpg
EOSC_03.jpg
EOSC_04.mp4
EOSC_05.jpg
EOSC_06.jpg
EOSC_07.jpg
EOSC_08.jpg
EOSC
,
Identity
,
2022
EOSC is a platform that connects hundreds of European research institutions. The identity was chosen through a Europe‑wide competition and needed to avoid the usual scientific clichés. The final mark uses the letters “eosc” as both wordmark and symbol, with the rotated “s” creating rhythm, suggesting a pie chart and hinting at infinity. The logo adapts for co‑branding with partner institutions, and researchers said it finally felt modern rather than academic.
EOSC_01.jpg
EOSC_02.jpg
EOSC_03.jpg
EOSC_04.mp4
EOSC_05.jpg
EOSC_06.jpg
EOSC_07.jpg
EOSC_08.jpg