Joben Rebranding
Joben Experience Bar Rebranding WHO Joben Experience Bar When December 2024 creative direction brand audit rebranding graphic design communication strategy The context Joben is a new experience bar concept built around the fusion of nature, humanity, and technology — a positioning that required more than a visual identity. The founders approached me at a moment of transition, seeking clarity around who they are, what they stand for, and how they should communicate with their audience. Before any design work began, I guided them through a full strategic process to uncover their essence, articulate their vision, and define a brand voice capable of supporting their long-term ambitions. Only after establishing this foundation did we translate the strategy into a modern, flexible visual identity system. The challenge Joben was preparing to reposition itself for a new phase: the launch of a reimagined experience bar that blends multisensory hospitality with a futuristic outlook. The team had an early idea of “nature + humanity + technology,” but needed help transforming it into a clear narrative, a defined tone of voice, and a cohesive identity. During the Discovery stage I guided them through a structured exploration of purpose, vision, mission, audience needs, and competitive landscape. I also analyzed Joben’s positioning through brand archetypes, enabling the team to better understand how they wanted to show up in the market: bold, innovative, and experience-driven. https://heylucy.studio/wp-content/uploads/2025/12/joben.mp4 My Responsibilities for Joben Experience Bar Communication Strategy Facilitated discovery workshops with the founders to define their purpose, mission, vision, and values, conducting marketing and competitor analysis, identifying target audience. Visual Identity Designed the complete visual identity system, including the logotype, symbolic three-dot motif, color palette, typography, graphic elements, and applications. Social media Created highly reusable template systems forJoben’s Facebook and Instagram pages that would accomodate for a wide range of content and collaborate with Joben’s marketing team. Brand Identity Delivered the full brandbook with guidance for applications across digital, print, merchandise, signage, and social media.
