JOULES
Little Joule Branding
ROLE
Senior Digital Creative
@ Joules
SKILLS
Campaign Concept
Branding
Art Direction
Digital Design
OVERVIEW
As Senior Digital Creative, I led the development of a refreshed visual identity for Little Joule, the children’s sub-brand of Joules. The goal was to create a playful, imaginative and modern identity that captured the spirit of childhood while aligning with the broader Joules brand.
Through bespoke illustration, a custom typeface and a versatile approach to typography, I built a flexible system that elevated the brand across digital, print and retail touchpoints.
CHALLENGE
Little Joule required a distinctive visual language that felt fun and child-focused, but also refined enough to sit comfortably within Joules’ overarching brand aesthetic. The challenge was to create an identity that balanced playfulness with polish, one that resonated with parents, felt premium, and could flex across varied marketing needs.
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Developed a concept centred around the themes of imagination, play and everyday adventure, inspired by the Little Joule product range.
Translated these themes into visual elements that could work across multiple formats, from product packaging to web content.
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Alongside an illustrator, created a suite of whimsical, hand-drawn illustrations that added warmth, charm and personality to the brand.
Used these drawings to enhance kids’ photography, adding movement and storytelling without overwhelming the imagery.
Established rules for illustration placement, scale and usage to maintain consistency.
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Designed a custom childlike typeface to serve as a key recognisable element of the Little Joule identity.
Used selectively in simple layouts and alongside photography to maintain clarity and prevent visual overload.
Provided a distinctive character that strengthened brand recall across marketing materials.
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Built a flexible typographic approach balancing playfulness with readability:
Bespoke typeface for simple, clean layouts or hero moments
Sans-serif fonts for busy illustrations or detailed photography to maintain clarity and modernity
Ensured the system could flex between editorial storytelling, product information, and playful campaign layouts.
APPROACH & PROCESS
OUTCOME
Delivered a refreshed and cohesive brand identity that felt authentic to the world of children’s fashion.
Created a visual system that scaled easily across digital, print, retail and marketing channels.
Strengthened brand recognition through consistent illustration style and the bespoke typeface.
Enhanced emotional appeal through imaginative, child-friendly visuals grounded in professional, modern design.
WHY IT MATTERS
This project demonstrates my ability to craft a full visual identity from concept to execution, combining brand strategy, illustration, typography and art direction into a system that is both playful and commercially robust. The Little Joule identity celebrates childhood while maintaining the quality and sophistication expected from a well-established retail brand.
