What we do WE ARE BRAND BUILDERS
We believe every brand should tell a story. And we’re dedicated to helping you find yours by revealing your ‘Big Idea’.
Check our projects
The Science Humanising BrandsTM
How do you create a brand that people want to talk about; associate themselves with; or even fall in love with?
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How We Do Things
BRAND STRATEGY
Brand Positioning Purpose, Vision & Values
Brand Promise
Brand Personality
Brand Architecture & Naming
Brand Promise
Brand Personality
Brand Architecture & Naming
BRAND IDENTITY
Visual Look & Feel
Corporate Identity
Visual Design Systems
Brand Guidelines
Corporate Identity
Visual Design Systems
Brand Guidelines
BRAND EXPERIENCE
Website Design
Mobile & Apps
Packaging & Print
Branded Spaces
Mobile & Apps
Packaging & Print
Branded Spaces
THE BENEFITS OF REBRANDING
Think of rebranding as a total refresh for your brand,
it is about much more than just tweaking your logo or new packaging.
When done right, a rebrand can have many benefits.
it is about much more than just tweaking your logo or new packaging.
When done right, a rebrand can have many benefits.
MORE RELEVANCE
Rebranding is the manifestation of staying current and can strengthen your position internally and externally.
GOOD FOR GROWTH
A renewed positioning tied to a revised visual identity can make the difference between signing on a new dotted line and closing up shop.
FURTHER REACH
Rebranding can help you connect with new target markets in the right ways.
INCREASED PROFITS
The bottom line? Your bottom line. Rebranding makes your business more profitable.
REBRANDING PROJECTS
Here are some of our favourite rebranding projects that we’ve worked on recently.
Electra: REBRANDING
The Electra brand continued to face the challenge of being perceived as an "events management agency" due to a disjointed brand architecture and misleading nomenclature.
Our team devised a new naming structure and repositioned the brand as a one-stop solutions provider — the revised visual identity is a representation of this internal harmony and a fresh take on Electra’s diverse solutions.
Our team devised a new naming structure and repositioned the brand as a one-stop solutions provider — the revised visual identity is a representation of this internal harmony and a fresh take on Electra’s diverse solutions.
The Camel Soap Factory: Brand Positioning
Our team identified a ‘perceived' brand positioning that was misaligned with the brand's actual placement in the market.
We revised the Brand Promise to 'Revitalising Arabian Tradition' and re-positioned the brand primarily for the 'gifting' market. A series of newly-designed and enhanced brand assets were delivered.
We revised the Brand Promise to 'Revitalising Arabian Tradition' and re-positioned the brand primarily for the 'gifting' market. A series of newly-designed and enhanced brand assets were delivered.
Vida Hotels and Resorts
Our team conducted a thorough brand audit of the Vida brand which identified a multitude of inconsistencies in visual and communication styles.
The rebranding effort involved re-aligning the brand’s position, personality and values with a fresh and contemporary visual identity.
The rebranding effort involved re-aligning the brand’s position, personality and values with a fresh and contemporary visual identity.
SOME OF OUR CLIENTS
From the world’s most recognisable brands to newly born start-ups, we offer every brand we work with the same dedication and respect.
LEISURE & HOSPITALITY
MeraasEmaar Hospitality
Rove Hotels
Vida Hotels and Resorts
Dubai Opera
Amwaj Rotana
Ajman Municipality
Atlantis The Palm
Noon Hotel
Jackson MSV
Flying Cup
Xplor
Travelapt
Mountain Quest
Go Live
Swiss Rides
FINANCIAL SERVICES
XcelCentral Exchange
Guy Holdings
Habib Bank
Orico
AVIATION
XE JetINDUSTRY & INFRASTRUCTURE
Dubai PrecastBrookfield Multiplex
Easa Saleh Al Gurg Group
Battmobile
AMFI
Glimus
1 ml
Orico Energy
SRJ
MBAL
Danway
H-Energy
Exterran
REAL ESTATE & INTERIORS
HTS InteriorsDesign Haus Medy
Crowngate
Project Partners
E Zayed
Pennington
Prime Places
Brookfield Place
iConcept
South Residences
Warsha
FOOD & BEVERAGE
BenihanaPizza Hut
JJ Chicken
Coca Cola
Food-on-Click
Tart Bakery
Masterbaker
So Soue
El Barrio Mexican Eatery
Boulevard Cafe
Torch Coee
The Jag Restaurant
Downtown Deli
The Bayleaf
Fresh
Conservatory
The Cake Bar
Ju Fine Dining
Junction Pub
EDUCATION
JESSPraxis
Arbor School
Canadian University
of Dubai
SERVICE PROVIDERS
NexaQuontent
The Courier Co.
Gomad
AAGT Procurement
Achieve
Equitrans
Fit Photos
JLT Insurance
OPS HR
AVIA
iTalent
TCT
RETAIL
The Bridal AtelierChattels & More
Monsieur Fox
Remij
Bold Tailors
Kemos
Knocknock
Star 12
CHARITIES & NGO
Connect
Team Angel WolfDownload our free
Humanising BrandsTM E-book to find out more
Humanising BrandsTM E-book to find out more
The Faces of Joie
John Watkinson
CEO + Founder
Captain of the Ship
JAMES PARDOE
Partner
LAURA PARDOE
Brand Director
Nandita Nair
User Psychologist
Tauqeer Yousuf
Production Specialist
Secret Weapon
Yogesh Rai
Production Specialist
Pantone Whisperer
WE WOULD LOVE TO HEAR FROM YOU
Start a project, arrange a coffee date or just say hello.
John Watkinson
Founder/CEO
Our founder and CEO’s demeanor, “Joie de Vivre” is what Joie Brands is named after! It is a french saying that John has modeled his life around and it means to express a cheerful enjoyment of life; or an exultation of spirit.
Talk to John