Making Joy Loyalty look like what it does
Joy Loyalty worked harder than it looked, so I rebuilt its personality and visual system until what merchants saw matched what they got.
Industry
SaaS / E-commerce
Scope of work
Brand & Design
Challenge
Joy Loyalty did the work for merchants, and almost nothing about the way it looked said so.
The visuals had stopped matching the value proposition. What a merchant saw on a landing page or an app listing never matched what they read a paragraph later, and each surface had picked up its own personality over time. In a row of search results, that difference is the click.
Approach
We argued about personality long before anyone opened a color picker. The question was what Joy should feel like to a merchant who had already tried other loyalty apps and been let down.
We landed on warm without being cute, and confident enough not to raise its voice. Vague on paper, specific enough to design against. The guideline covered the usual things, type and color and logo behavior at the sizes an app listing forces on it. I cared more about the rule capping what a single screenshot is allowed to carry. I cut anything that needed a caption and gave every rule a fallback for the surfaces I don’t control.
Outcome
We stopped relitigating brand decisions asset by asset. New work shipped consistent without anyone policing it.
I pulled the stray surfaces back into line. No clean before-and-after on this one.
