BRAND DESIGN

WEB DESIGN

BRAND PHOTOGRAPHY

CONTENT CREATION

BRAND DESIGN WEB DESIGN BRAND PHOTOGRAPHY CONTENT CREATION

JOEY  Case Study

Red Joey Logo with a kangaroo joey in the O and the text "Fueled by Joy" below

SCOPE OF WORK: Brand & Web Design, Photography, Content Creation

PLATFORMS: Squarespace

INDUSTRY: Women’s Health & Wellness

JOEY is a modern wellness lifestyle brand built to help women feel clear, confident, and at home in their body and life. Through approachable guidance, products, and habits that last, Joey helps women discover how good it feels to thrive every day.

We were brought on to bring the brand to life through branding, a website, photography, and content creation.

Overheard photo of a women's hand typing on a laptop and a lemon water next to it.

The Brand

Illustration of a kangaroo joey

Girlie, wholesome, and grounded — JOEY embodies the cool, warm older sister who always has your back and gives the best advice. The brand was inspired by the founder’s own big sister, Joey, who represents comfort, encouragement, and real-world wisdom.

JOEY’s services are designed to guide women toward becoming their most aligned, confident, and empowered selves through 1:1 lifestyle and wellness coaching. With that intention, the brand needed to feel flexible, playful, balanced, and deeply inspiring.

The logo suite features rounded, feminine forms to connect with the target audience, while the color palette blends soft neutrals with pinks, greens, and oranges to represent harmony, growth, and warmth. The typography leans on friendly serifs paired with approachable sans-serifs for body copy, plus a handwritten accent for a personalized, human-first touch — reinforcing that every journey with JOEY is uniquely your own.

    • Brand Strategy

      • Positioning, Messaging + Voice, Audience Persona, Competitor Analysis

    • Logo + Font Suite

    • Color Palette

    • Custom Illustrations

    • Custom Patterns + Textures

    • Photo Guide

Carly Micek, founder of JOEY, sitting on the floor in a red activewear set eating strawberries
Two notebooks side by side. The left notebook has JOEY written on the front in green with a light green strap and the journal on the right has JOEY written in orange with a red strap.
A papaya cut in half with Fueled By Joey written in cursive in the middle of the image
JOEY Brand Illustrations
Overheard of a cutting board with JOEY written in the corner. There are two wooden utensils near the cutting board.
Closeup of matcha with ice and the JOEY logo in white over the image
Joey strawberry illustrations
The JOEY website home page scrolling in a MacBook

The Website

The website ties everything together — brand voice, visuals, and story — through vibrant imagery, intentional messaging, and aligned design. It’s full of personality, heart, and encouragement, while still giving visitors everything they need to learn, explore, and take action with ease.

    • 6 Custom-Designed Squarespace Pages

    • Dubsado Integration

    • Custom Code Enhancements

    • Basic SEO Setup

Let’s bring your vision to life

I'm in!
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