Elevating a Joyfully Guided Experience.
Big Joy Theory came to me seeking to elevate their lens of joy-driven leadership. Their message was powerful, but their visual identity and messaging lacked clarity and sophistication. Through deep strategy sessions, we reimagined their brand to reflect joy as a transformative leadership tool. The result is a modern, vibrant identity that positions BJT as the trusted authority in executive development — inviting professionals to lead with authenticity, fulfillment, and purpose.
Big Joy Theory:
Elevating a Joyfully Guided Experience
Big Joy Theory (BJT) came to me facing the challenge of a brand disconnected from their target clients. Their message of "transcendent leadership" needed to effectively reach their audience while still whole-heartedly defining joy as the key to unlocking authentic leadership presence. The pre-existing brand consisted of a dated logo and a lack of cohesive messaging. I worked alongside the founders to position BJT as the top authority in executive joy guidance to attract new clients seeking personal and professional growth through joy-driven leadership. The challenge? Defining the essence of "joy" in a visual, appealing way to a broader, sophisticated audience while ensuring alignment with BJT's core mission of fostering leadership practices through joy.
I began with a deep dive into the company’s ethos, conducting a series of in-depth interviews to clearly understand BJT’s vision and leadership guidance methodology. With this foundation, I reviewed all pre-existing assets to identify what was working and what needed refinement. From there, I designed a modern, clean typeface, implemented a versatile color palette, and added custom, approachable elements that present joy as both a practical and profound part of leadership, ensuring each iteration was aligned with the founding vision. I created a fresh logo and bridged messaging with visual language associations to reflect a more current, inclusive interpretation of joy.
With their identity reimagined around the powerful message of "Joy is…”, a foundation was laid for implementing messaging strategy. This rebrand is meant to invite people of all walks of life to see joy as both essential and attainable part of leadership; because we all agree that professionals are people first.
The Results.
An open, heart-led pathway to the invitation to choose and lead from joy.
Reflective heightened interest in BJT sessions & services.
Strong identity and visual associations that position BJT as a contemporary, holistic and authoritative voice in the executive guidance and cultivation space.
BJT "Joy Tracker" used abroad by organizations to assess satisfaction and dynamics—showcasing the global applicability and value of BJT's leadership guidance ideology methods.
Demonstrated effectiveness of the BJT’s newfound approachability.
Modernized messaging and design paired with a clear, relevant tone that speaks to the leadership challenges of today’s top professionals.
A brand overhaul that is paving the way for future growth and impact.