JOAN BRANDING & VISUAL IDENTITY

JOAN is a creative agency founded by Lisa Clunie and Jamie Robinson. I developed the complete identity system for the agency at its inception, establishing a visual language capable of expressing clarity, conviction, and intent.

The name Joan draws from a historical lineage of women who share the name and are defined by defiance, resolve, and courage. This ethos, of taking a position and standing firmly behind it, informs the identity at every level. The system centers on a custom logotype built around a typographic sword, referencing the sword of Joan of Arc and reinterpreted as a symbol of decisiveness and strength. The resulting mark is striking and sharp, placing a clear stake in the ground and giving the agency an identity defined by conviction.