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
and
I
create
work
that
matters
with
craft
+
curiosity.






I'm Joe and I create work that matters with craft + curiosity.
HOKA
,
Identity
,
2025
HOKA wanted more than a points program. They needed something that made runners feel like they belonged to something bigger than buying shoes. I designed the brand identity and mobile dashboard that repositioned HOKA as the "run club captain", connecting runners through shared challenges and exclusive rewards. The program shifts loyalty from points to 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 program. They needed something that made runners feel like they belonged to something bigger than buying shoes. I designed the brand identity and mobile dashboard that repositioned HOKA as the "run club captain", connecting runners through shared challenges and exclusive rewards. The program shifts loyalty from points to 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 program. They needed something that made runners feel like they belonged to something bigger than buying shoes. I designed the brand identity and mobile dashboard that repositioned HOKA as the "run club captain", connecting runners through shared challenges and exclusive rewards. The program shifts loyalty from points to 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: spiritual abundance. Working with a senior designer, I helped develop a system where letterforms became the foundation of the entire interface. Glyphs became backgrounds and structural elements throughout the interface, creating a sense of visual fullness. Every screen would feel rich and layered. I contributed to the typographic system design and created artworking that explored how far we could push letterforms before they stopped feeling readable. The client passed on the concept after extensive exploration. Sometimes the most interesting design work doesn't ship, but the value was in learning how to build a cohesive system from a single typographic idea.

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: spiritual abundance. Working with a senior designer, I helped develop a system where letterforms became the foundation of the entire interface. Glyphs became backgrounds and structural elements throughout the interface, creating a sense of visual fullness. Every screen would feel rich and layered. I contributed to the typographic system design and created artworking that explored how far we could push letterforms before they stopped feeling readable. The client passed on the concept after extensive exploration. Sometimes the most interesting design work doesn't ship, but the value was in learning how to build a cohesive system from a single typographic idea.

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: spiritual abundance. Working with a senior designer, I helped develop a system where letterforms became the foundation of the entire interface. Glyphs became backgrounds and structural elements throughout the interface, creating a sense of visual fullness. Every screen would feel rich and layered. I contributed to the typographic system design and created artworking that explored how far we could push letterforms before they stopped feeling readable. The client passed on the concept after extensive exploration. Sometimes the most interesting design work doesn't ship, but the value was in learning how to build a cohesive system from a single typographic idea.

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
Working with a senior designer, I helped develop a visual system for an architecture studio built around three pillars from their name: Citizens (people), Design (places), and Bureau (purpose). Each pillar had its own icon library that could mix and combine. The icons shuffled and recombined on the website loading screen, showing how people, places, and purpose constantly interact in their work. I developed icon concepts, refined the visual language, and created motion design for the web experience. The project was shelved due to budget constraints, but it taught me how to translate abstract brand values into a working system that feels human.

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
Working with a senior designer, I helped develop a visual system for an architecture studio built around three pillars from their name: Citizens (people), Design (places), and Bureau (purpose). Each pillar had its own icon library that could mix and combine. The icons shuffled and recombined on the website loading screen, showing how people, places, and purpose constantly interact in their work. I developed icon concepts, refined the visual language, and created motion design for the web experience. The project was shelved due to budget constraints, but it taught me how to translate abstract brand values into a working system that feels human.

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
Working with a senior designer, I helped develop a visual system for an architecture studio built around three pillars from their name: Citizens (people), Design (places), and Bureau (purpose). Each pillar had its own icon library that could mix and combine. The icons shuffled and recombined on the website loading screen, showing how people, places, and purpose constantly interact in their work. I developed icon concepts, refined the visual language, and created motion design for the web experience. The project was shelved due to budget constraints, but it taught me how to translate abstract brand values into a working system that feels human.

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
I won this competition and presented the identity at the EOSC Symposium in Prague. The platform connects hundreds of European research institutions, and they needed an identity without the usual scientific clichés. I explored how the letters 'eosc' could work as both wordmark and symbol. Rotating the 's' created rhythm across the rounded letterforms, and the negative space naturally formed a pie chart while suggesting infinity. The logo adapts for co-branding with partner institutions. 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
I won this competition and presented the identity at the EOSC Symposium in Prague. The platform connects hundreds of European research institutions, and they needed an identity without the usual scientific clichés. I explored how the letters 'eosc' could work as both wordmark and symbol. Rotating the 's' created rhythm across the rounded letterforms, and the negative space naturally formed a pie chart while suggesting infinity. The logo adapts for co-branding with partner institutions. 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
I won this competition and presented the identity at the EOSC Symposium in Prague. The platform connects hundreds of European research institutions, and they needed an identity without the usual scientific clichés. I explored how the letters 'eosc' could work as both wordmark and symbol. Rotating the 's' created rhythm across the rounded letterforms, and the negative space naturally formed a pie chart while suggesting infinity. The logo adapts for co-branding with partner institutions. 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