New Visual Identity for Journey and Thingz
This identity revamp for Journey and Thingz' signals a new direction for the business and the brand: one that's chic, modern and versatile.
Journey and Thingz contracted us for a rebrand that allows their business to showcase new offerings and products such as their BYOB jewelry making workshops. The business needed a logo system that attracted a more sophisticated audience that is looking to better connect with their community and learn new skills.
While the brand needed to evolve into a more mature look and feel, we still needed balance within the visual identity to appeal to the company's younger audience as well. As part of this transformation, we developed an identity refresh that appeals to both audiences and conveys its whimsical but classy personality.
Creative Strategy
Flipped It first helped Journey and Thingz clarify a visual strategic foundation for the brand identity that would highlight the growth of the business. These principles include sophistication, optimism and spiritedness, with the goal of making Journey and Thingz more accessible.
The brand identity finds its power in a visual language that is intricate yet approachable, with a flexibility that welcomes new partnerships and collaborations.
The new logo system takes on a custom cursive font drawn by T'Yanna Moore to emulate handwriting and/or calligraphy. Due to the intricate forms of the display font, we paired it with a simple sans-serif to create balance and maintain legibility across all marketing material. The colors were chosen to feature a mix of warm tones with a pop of cool ones. The soft coral, peach, and yellow evoke a playful energy, while the grounding black and teal help create balance.
While the company’s offerings have evolved, their journey began with jewelry making. To honor these roots, we've incorporated beads into the tails of the 'z' in the wordmark and the 't' in the symbol. The looptail within the 'g' was configured to resemble a mannequin bust. They bring a kind of energy and drama, complementing both marks while telling a deeper story behind the brand.
To make the identity more flexible, the symbol has the option to stand alone or be cropped within a circle or rounded square for a high-contrast look. The marks can function independently from each other bringing more possibility through simple elements.
We aimed to equip Journey and Thingz with a cohesive system of brand assets to support them through this stage of growth. Along with a refined visual identity, we provided social media and email templates, brand and event photography, and a streamlined file system to keep all assets organized and easily accessible.
