Joshua: A Timeless Brand Identity

Strength, Love, and Joy

The visual communications for Joshua consist of brand identity, retail space, and graphics design. The logo identity is a hybrid of the Joshua tree silhouette and an umbrella, symbolizing the unity and strength of the family to brave the storms of life together. The retail design features boldly colored polka dots on the exterior, exuding joy and positivity. Vinyl stickers with reassuring words of love from mom adorn the glass windows, creating a warm and inviting atmosphere.

Inside the retail space, simple iconography wall features, bright hues, and playful furniture enhance the positive feelings of the consumer. Balloon-shaped wall lights, sourced internationally, complement the intended mood for the Joshua brand. The design elements collectively exude a sense of playfulness and light-heartedness, creating an immersive experience for customers.

The design realization technology for Joshua includes offset printing, vinyl sticker printing, and custom furniture fabrication. High-quality mirrorkote stickers are used for the retail design and window displays, while all signages are wood laser cut and spray painted in high gloss. The posters are A2 sized, adding to the visual impact of the brand.

Throughout the design process, extensive research was conducted to ensure that the brand identity and retail design effectively communicated the essence of the Joshua brand. The colors, graphics, and pictograms were carefully planned and prototyped to create a modern and vibrant aesthetic. The result is a playfully unique apparel brand identity that balances simplicity with subtle detailing, fresh color hues, and joyful graphics.

The Joshua brand project, which took place in Singapore from January 2013 to January 2014, faced its fair share of challenges. One of the main obstacles was achieving clean circular polka dots on the interior retail ceiling and exterior walls. To overcome this, sticker vinyls were used for the ceiling, while each polka dot on the exterior wall was meticulously hand-painted.

Jimmy Chew's design for the Joshua brand has received recognition in the form of the Iron A' Design Award in 2019. This prestigious award is given to designs that meet professional and industrial requirements, integrating industry best practices and competent technical characteristics. The Joshua brand's well-designed, practical, and innovative visual communication contributes to a better world, evoking fulfillment and positive emotions.