Branding Agency Perth | Joy Case Study: Brand Identity & Strategy

Project Details

How do you transform a successful community into a movement that inspires and uplifts at every touchpoint? This was the challenge as Connected Women embarked on its journey to reimagine itself as Joy. The goal: to craft a brand that pulses with energy and optimism, one that speaks directly to the hearts of its members by focusing on what truly matters—longevity, happiness, and a deeper sense of purpose through five distinct strategic themes. Here's how we took a thriving community and turned it into a brand that embodies vitality and inspires a brighter future.

year

2024

Service

Full Brand Development

Client

Joy

Website

findjoy.com.au

Challenge

Connected Women was founded on the premise that women over 50 face increased loneliness and isolation. The solution was to directly answer this by connecting women. But we found a bigger problem, above loneliness, that we could address, and thereby opening up the brand positioning possibilities, value proposition and growth opportunities for the business and brand.

Solution

Making longer lives During midlife (40-65), women’s mental and physical health undergo significant changes and it is the societies in which they live, and their respective cultures that markedly influence the well-being of those women during those times. Women are better off in societies that have a more inclusive community culture, focus on lasting activity and communal activity. And, Have a notable impact on their lifespan after 65 years old.

Outcome

The Evolution The evolution of Connected Women required a rebrand to a positioning and proposition centred around creating socially-enriched happiness, extended relationships with others and one’s self. Extended dopamine release, with a resulting vision to be more meaningful, joyous lives for the community of Joy. By evolving the brand experience, we can extend lives, filled with vitality, health and Joy.

Joy

Project Details

Challenge

Solution

Outcome

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Joy

Project Details

Challenge

Solution

Outcome

Services

Brand Identity Design

Brand Positioning

Brand Purpose

Brand Research

Brand Strategy

Communication Strategy

Integrated Communication

Product Strategy

See other Projects

Joy

Republica

Durex

Mycro

A&G

1st

Drive ResultsREACH OUT NOW

speak to a pro, NOW