Shona joy

BRAND STRATEGY BRAND REFRESH & GUIDELINES CAMPAIGN PRODUCTION & SHOOT EXECUTION
Posters on a wall showing a Shona Joy campaign. On the posters are three different photographs of a female model sitting and standing on sand dunes with a large canvas tent that is billowing in the wind in the background.

SHONA JOY WANTED THEIR BRAND TO REACH NEW HEIGHTS FROM FAN FAVOURITE TO ESTABLISHED ICON IN THE AUSTRALIAN FASHION LANDSCAPE.

We were tasked to create a new brand identity that would elevate Shona Joy and tell their brand story consistently and distinctively.

We embarked upon a discovery process, interviewing all key stakeholders, including Shona Joy herself, to unearth and define the true heartbeat of the brand.
Shona Joy campaign image - two female models wearing floral print Shona Joy dresses, walking in opposite directions on the wet sand ofn a beach at low tide, sunset.

SHONA JOY HAS A UNIQUE GRASSROOTS SPIRIT.

The brand was born out of a natural passion for design and the beauty of the Australian coastline. We coupled this inspiration with their 1970s inspired design aesthetic to create a refreshed brand positioning, ‘Endless Summer spirit’ and this then informed a new identity and voice.
Shona Joy campaign image - a female model in a brown crochet dress kneels reclining on the hard sand of a beach just above the waterline. The surf can be seen receding in the background. Shona Joy Winter 22 campaign image - two female fashion models wearing dresses, lounging on a dark-coloured leather couch against a wooden wall. The model on the left is wearing a floral print dress, the model on the right is wearing a long satin dress.
Shona Joy campaign image - a female model in a brown crochet dress kneels reclining on the hard sand of a beach just above the waterline. The surf can be seen receding in the background.

INTENT: USE SHONA JOY’S ‘ENDLESS SUMMER SPIRIT’ AS A CREATIVE PLATFORM TO ELEVATE THE BRAND. EVERYTHING FROM OUR CAMPAIGN SHOOTS, TONE, MODELS AND BRAND ASSETS SHOULD CEMENT SHONA JOY’S UNIQUE ROLE IN AUSTRALIAN FASHION AN ESSENTIAL PLACE IN YOUR WARDROBE.
An image of multiple pages of the Shona Joy brand style guide document
A desktop monitor and an iPad each displaying webpages from the Shona Joy website A desktop monitor and an iPad each displaying webpages from the Shona Joy website
three iPhones displaying stills from a Shona Joy instagram story three iPhones displaying stills from a Shona Joy instagram story
A silk scarf featuring a repeating interlocking S pattern A silk scarf featuring a repeating interlocking S pattern
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