A Brand Identity That Turns Joy Into a System
REPOSITIONING A PROMOTIONAL PRODUCTS COMPANY WITH A MORE EXPRESSIVE, FLEXIBLE BRAND
Joy Products approached us ahead of their 50th anniversary with a clear challenge: their branding no longer reflected the quality, personality, or energy of their business.
We partnered with their team to develop a more expressive, flexible identity that better captures who they are and gives them a stronger, more consistent presence across everything they produce.
A DOG, A PINWHEEL, AND A SMILE
We explored multiple creative directions grounded in the Joy Products name and personality, ultimately refining the identity into three core ideas:
Dog: A nod to the family’s pet and a symbol of loyalty, energy, and fun
Pinwheel: A playful visual device that brings motion and lightness to the mark
Smile: A clean, expressive logo that captures the brand’s sense of joy and approachability
Refining the Direction
The “Smile” concept emerged as the most versatile and scalable direction. We refined the mark to ensure it could perform across a wide range of applications, from small promotional items to larger brand moments.
To commemorate the company’s 50th anniversary, we also developed a special badge system that extended the identity across campaigns and materials throughout the year.
BEYOND THE LOGO
The identity extended far beyond a single mark. We developed a cohesive brand system that carried through every touchpoint, from collateral and merchandise to digital and campaign materials.
This included supporting templates, messaging, and a digital toolkit that allowed the Joy team to apply the brand consistently across their business.
Since the beginning of our partnership with Barbour Design, they have been cutting edge, creative, smart, ahead of market trends, and most of all honest.
They made our logo redesign a seamless process, truly listening to our ideas and needs, making it a perfect collaboration which led to a perfect new logo.
Let's build a brand that makes people smile.