Joyce N. Ho Rebrand

The challenge was to create a system that mirrored my varied skillset while representing my identity. We focused on developing a design language that balanced structure and graphic with unexpected bold moments.

The main English identify used Victor Serif Medium, which was chosen for its subtle, geometric details.

The contrast between my English and Chinese names became a key feature of the brand. We loved how the three letters in my initials, JNH, mirrored the three characters in my Chinese name, 何諾敏 (pronounced 'hor nok mun') – this juxtaposition became a hallmark of the website design you see here.

While Emily focused on the English identity, I worked on the Chinese identity and brand mark, building upon the strong foundation she had established.

Emily established the strong core brand foundation, thoughtfully crafting a meaningful color palette that reflects me as a designer and artist, utilising red as a nod to my Chinese heritage.

The typography system seamlessly extended the identity, striking a balance between timelessness and the graphic and geometric sensibilities I’m drawn to in my personal art practice.

A pivotal part of the identity was the meticulous crafting of the Chinese characters. We took inspiration directly from the English letterforms, using similar angular serifs with a mix of thick and thinner geometric forms to create a seamless connection with the English typography we loved so much. 

The brand mark, inspired by my authentic Chinese name seal crafted by a master artisan in Hong Kong, became another key element. We preserved its original authenticity while aligning it with the angularity and balance of both the English and Chinese letterforms.

The mark is versatile, adapting to various sizes, and is the bridge between the English and Chinese logos. Its geometric, grid form further creates a visual connection to my personal art practice.

We focused on designing a website that emphasized breathing room, using negative space and scaling to create hierarchy and focus attention on each individual project.

The design handled the challenge of showcasing diverse projects—from campaigns and animations to title sequences and personal work—while giving each project space to shine. This approach balanced impact with clarity, allowing viewers to explore without feeling overwhelmed.

The refreshed JNH brand ripples through to the many different touch-points in my design practice—from presentations, to invoices, and IRL packaging of my store.

By embracing contrasts and creating meaningful connections, the brand is a vibrant canvas to display my diverse body of work, while simultaneously celebrating my multi-cultural background.

Not only was Studio Simms a driving force behind the brand, they also creative directed and produced the packaging and product photography that elevated the brand another level. A thoughtful and beautiful finishing touch.