JoyDavid was a 14 year old company ready to make a bold new change. The company was founded as a church construction company, and broadened to include more complex digital projects like smart homes and offices. In 2024, they decided to make another bold step — to pivot to efficiency, energy and data to help buildings work for people. They asked me to create the brand to make that jump! This included a logo, web design and whole-brand refresh.
The Old Logo
The old logo served the company well for 14 years. It incorporated an olive branch, reflecting the business’ Christian origins.
The New Logo
I’m really proud of the new refresh! The bold type (Futura Bold) ensures the text is readable across any size and reflects the brand’s modernity and confidence.
The bright leaf is a clever nod to the old olive branch, and reflects the business’ stronger environmental focus.
The aspect ratio of the logo is also more usable across a range of products and experiences.
This was my first time doing true commercial work, and JoyDavid were so supportive of me in the process. We worked closely and iteratively together: I created several different variants, an A3 page of unique sketches, and adjusted features of the design in real time. I was prepared to foray into custom type and more advanced methods, but the company decided that simple (and affordable) was best.
I love seeing my designs out in the wild! Currently, the JoyDavid logo has been featured in conferences, seen out and about on packing tape, and all over the office. It is soon to be seen on uniform too!
I love seeing that the branding I made works at every scale.
There’s nothing like seeing your designs in the wild.
The leaf is a cute logomark.
The Old Site (Click image to expand)
The old site was very simplistic, but it existed for a different purpose. Most clients were referred by word of mouth, so a very simple explanation page was all that was required.
The New Site
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/0c3a68b9-6c9e-4992-b673-d81e38c1ef54/a997a7a8-87a8-4516-a5a5-a6804b0dc364/Figma_icon.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/0c3a68b9-6c9e-4992-b673-d81e38c1ef54/a997a7a8-87a8-4516-a5a5-a6804b0dc364/Figma_icon.png" width="40px" /> Click to preview in Figma → This was a draft version which still had problems with constraints.
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The current site at JoyDavid.co.uk is a reduced version of the design - a decision on the client’s end.
The hero section of the site has precise copy, which took lots of iteration. The new company offering is very expansive and technical, so it took working with professionals to ensure all information was conveyed.
The previous site did not show the company’s clients. Clearly showing the sectors and businesses JoyDavid worked within is now a clear draw for potential customers.
The curve, gradients and leaf were designed to add a bold, futuristic pop. Competitors tend to offer ambiguous websites with very light themes and shallow text, so it was important to show customers that JoyDavid was changing the field and straight to the point.
The services selection helps to break down complexity. Very few customers would ever need to see every sector or service, and splitting it into pages would add a lot of friction and ambiguity. This view was clean, condensed and intuitive — and I haven’t seen it anywhere else.
When thinking about marketing the brand, I was keen to focus on the legacy aspect. The company has existed for 14 years and has established itself as trustworthy and experienced.
The hero and footers both had an unusual curve — it’s my very subtle nod to the old JoyDavid Olive Branch leaves.
A clear call to action was lacking on the old version of the site. A simple contact button made all the difference!
<aside> ⚠️ I did the web design for the company, and prepared it for handoff with their in-house developer. I didn’t develop it myself beyond the functional Figma prototype.
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Branding is more than a logo: it is every way the company is seen.
Making a consistent brand symbol was incredibly important as the company prepared to expand its offering. Recently, it has appeared in presentations at trade conferences, to nationally significant clients, on on new physical hardware, on product sales sheets, on many internal documents and policies, and on business cards.
I have provided assistance in ensuring the new brand is used consistently, by doing editing and copywriting myself, and by providing resources for a scaling team.
This has included advanced use of Office templates and themes, creating a style guide and collection of files for the team to use, and giving light training on the new brand usage.
I’m incredibly proud to have made a strong debut in the commercial space. It’s something I’ve come to really enjoy, because unlike passion projects there’s a much stronger communicative and problem solving aspect to the challenge — and more people pleased in the end!
