Since 1998, Joe’s has been serving New York with award-winning music, dance and performing arts programs for all ages. Joe’s service has shown its brilliance through time, but their brand lacked a true identity.
Drawing from the business’ origins in St. Albans, Queens, classic jazz artwork inspired the typography and image treatments. The letter mark becomes a custom “note”, with a full custom script logotype to follow. With Joe’s being a woman-owned business—named after Jolander “Joe” Headley—the script adds a flare of elegance to the fun play of color and type.
To push the launch of the brand refresh, the slogan “Find Your Rhythm.” was used as a way to invite people to discover their creativity with any of Joe’s offerings: music, dance and performing arts.
Photography by Runy Pswarayi