There were so many stories to tell with the JOAN rebrand. And despite that we’ve created a system that does not feel gendered, it’d be inauthentic to not understand gender as a primary story of this identity. It is rare to come across a creative agency that is founded by women; despite the progress of our generation, in creative circles the men still run the show. It is even rarer, then, to come across an agency founded by women who have enough experience, passion, and leadership to not just survive in this market but thrive. To grow a creative firm that houses advertising, design, production, and media. And to do it all with compassion and a commitment to inclusion and diversity. It’s not something you see every day.

And so again, despite our best efforts to not create a feminine brand, we certainly did our best to communicate the fighting spirit required to not only have gotten us this far, but to take us into the future. This is the story of JOAN. And all the JOANs that came before us.

Didion, Miró, Armatrading, Rivers, Jett, and of course Joan of Arc are just a few of the Joans who inspire us. Underdogs who knew their value, who were committed, prepared, beyond talented. And although the Joan of Arc inspiration lives strongly in this brand, if you look closely, you’ll see the hommages to all these incredible muses. We owe our debt to these artists who came before us.

We hold many stories, experiences, ambitions, and talents within this agency. Ones we are committed to sharing in meaningful ways. For ourselves and for you. We are JOAN.

—The JOAN Design Team