JOAN Creative Brand Identity Design
JOAN Studios is the production arm of JOAN Creative, with offices in New York, London, and Berlin. Its identity is inspired by gaffer tape, a foundational tool on film sets, used here as both logo and visual device to unify digital and physical touchpoints. A vibrant green drawn from production green screens and the minimal typography of the parent brand create a system that reflects the studio’s spirit—creative, precise, and crafted.

Artificial Objects
Artificial Objects is a research and design project exploring how generative AI can expand the creative process. Trained on 20th-century industrial design, the AI models reinterpret the world entirely through furniture, producing both absurd and inspired forms—from origami chairs to reimagined accessible furniture. Through an iterative exchange between human and machine, the ideas evolve from text prompts to visual sketches and finally to physical prototypes. The project reveals AI as a powerful but dependent creative tool—one that reflects the imagination, values, and expertise of its human collaborators.

Nia Centre for the Arts
Nia Centre for the Arts is a Toronto-based organization dedicated to supporting emerging Black artists and celebrating Canada’s African diaspora. For the opening of its first permanent space, the brand identity was designed to balance institutional strength with cultural warmth. The rising sun logo symbolizes optimism and homecoming, while a Swiss-inspired typographic system and the use of PP Neue Montreal ground the design in modernist clarity and Canadian heritage. A palette of black, white, and golden yellow ties it all together—bold, welcoming, and unapologetically proud.

eBay Fashion
eBay Fashion 2024 reimagines the shopping experience by turning the platform’s user interface into the heart of the campaign. Rooted in the excitement of searching and discovering the unexpected, the design transforms functional UI moments—typing, scrolling, clicking—into expressive visual language. Balancing precision with playfulness, the campaign brought a renewed sense of style and cultural relevance to eBay, positioning it once again as a leader in the vintage and secondhand fashion space.

Fermé
Fermé (“Closed” in French) was a Montréal-based loungewear brand born during the COVID-19 pandemic. Inspired by the “Closed” signs seen across shuttered storefronts, the project evolved from a charitable initiative into a viral pop-up brand. Across four capsule collections, it offered elevated everyday essentials—intimates, fleece, socks, and graphic pieces reflecting the mood of the moment—supported by a custom wordmark, cohesive brand system, bespoke packaging, and campaign imagery.

WNBA Line ‘Em Up
WNBA 3-Point Line Project brought the WNBA’s signature mark to street basketball courts across the U.S., reimagining these traditionally male spaces as inclusive environments for women and girls. The campaign launched with a citywide activation in New York—including a Brooklyn event hosted by the WNBA—and a documentary featuring players reflecting on their own experiences growing up in public courts. The visual identity extended the WNBA logo with a bold court line running through it, symbolizing both the addition of the 3-point line and the ongoing expansion of space for women in the game.

JOAN Creative
JOAN Creative is a rebrand that celebrates the agency’s rare position as a women-founded creative firm thriving across advertising, design, production, and media. The identity reflects both strength and sensitivity—a tribute to the resilience and spirit required to lead in a male-dominated industry. Inspired by a lineage of iconic Joans—Didion, Miró, Armatrading, Rivers, Jett, and Joan of Arc—the brand captures their shared qualities of talent, conviction, and defiance, embodying a modern creative force driven by purpose and passion.

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Anjela Freyja

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Anjela Freyja

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mail@anjelafreyja.com