Joyce Division

Contributed by the Afterhours team in London.

Joyce Division identity design

As an ex-member of the Dirty Sanchez crew and a specialist in aerial video, time lapse and light painting, Joyce’s commissions and collaborations are focused on the worlds of street culture, fashion and media. A recent piece involved promotional videos and events coverage for the House of Van’s initiative.

Our brief was therefore to deliver an identity and communications vehicle that reflected his ‘life hack’ approach and his eclectic and playful aesthetic, we wanted to develop an identity and creative idea that reflected this.

Joyce Division identity design

Joyce Division identity design

The logo itself is built out of the stop, play, pause and record buttons of the camera, and this mark, like his camera, become the vehicle for different expressions and styles, constantly changing form and content across it’s applications.

Joyce Division identity design

Across the identity, the logo is built from different materials — camera parts, his breakfast, etc. to be used in social media promotions and posts and rearranged and re-imagined in playful ways across t-shirts and other communications.

Joyce Division identity design

The business stationery, set in Gotham, continues this irreverent and off-beat theme. The invoice is executed and styled in the form of a penalty notice — printed on neon pink paper and wrapped in a protective plastic pouch. The Love/Hate message is a reference to a certain tattoo acquired during his TV career.

Joyce Division identity design

Joyce Division identity design

His business cards have 52 iterations and are produced in the form of a pack of playing cards for him to carry and play — handing them out along the way.

Joyce Division identity design

Joyce Division identity design

Joyce Division identity design

Joyce Division identity design

The cards’ four suits are built around the stop, pause, play, record icons and the joker (joyceys) is of course different expressions of the man himself. Images include playful subversions and ‘hacks’, pictures of prized items and obsessions, together with original illustrations from friends Pete Fowler and Jimi Mackay adding to the collectible nature of the set.

Joyce Division identity design

As JD already has a big social media following with a strong interest in the brand and its activities, merchandising felt like a natural next step. Afterhours has therefore also collaborated on a set of t-shirt designs for the brand and designed the accompanying packaging.

Joyce Division identity design

This is themed around an old-school TV format for the primary packaging, with the outer postal packaging a pastiche of the box the TV comes in. This theme is continued through the ‘remote control’ t-shirt tag and ‘manual’ insert to guide you on how to get your Tee V ‘up and running’.

Joyce Division identity design

Joyce Division identity design

Joyce Division identity design

Joyce Division identity design

All intended to build engagement and affinity with Joyce Division, promoting it as a presence and cultural ‘entity’ in its own right over and above the work it produces.

Joyce Division identity design

Afterhours elsewhere on Identity Designed: NB.

More work on the Afterhours website.

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