j.o.y. wealth partners
Project Overview
As a financial planning firm rooted in ESG and impact investing, j.o.y. wealth partners needed a brand identity that felt intentional, inclusive, and values-driven. The design had to reflect a balance of professionalism and care — welcoming individuals who seek not only financial growth but personal fulfillment. This project focused on visually expressing that mission through warmth, clarity, and sustainability-conscious design.
Concept & Design Direction
The logotype centres on the word “joy,” with its soft curves and integrated leaf shapes symbolizing growth, mindfulness, and environmental care. The rounded forms convey safety and optimism — reinforcing the firm’s values of sustainability, equity, and holistic planning.
The logo uses two typefaces: a custom script inspired by Dancing Script for the word “joy,” paired with Nunito, a clean and friendly sans-serif, for “wealth partners.” The combination creates a sense of warmth and professionalism, grounded in clarity and accessibility.
Primary Logo Lockup
This version is used across all brand applications, with the scripted “joy” acting as the focal point and emotional anchor of the identity.
Logo on Grayscale
The logo maintains its legibility and character in monochrome formats. The transparency in the “joy” mark allows background color or texture to show through, adding flexibility without losing brand recognition.
Colour Palette
These colours were chosen to evoke freshness, trust, and sustainability. Joy Blue communicates calm intelligence, while Joy Green adds a grounded, eco-conscious touch that aligns with the firm’s ESG ethos.
Typography
Nunito and Nunito Sans work together to establish a clean, welcoming voice across all communication. Rounded terminals, generous spacing, and soft geometry reflect the firm’s balance of professionalism and warmth — ensuring both clarity and comfort.
Logo Applications
Final Thoughts
This identity system captures the heart of j.o.y. wealth partners: thoughtful, inclusive, and future-focused. The visual design is quiet yet intentional — supporting a brand that cares just as much about personal well-being as it does about financial growth.
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