Joint is a student accommodation brand that puts wellbeing at the centre of its offering.
Following a lot of consideration, I've decided to close Studio Makgill.
During the past 15 years, we have worked with so many wonderfully talented and creative individuals and designed for some incredible brands. Hand on heart, I couldn't be more proud of what we've achieved together on this journey.
This decision is deeply connected to the state of the world right now. Whilst our industry is seemingly coming around to its role in aggravating and sustaining the social, environmental and economic crises we face, it's acting too slowly. Currently, to thrive as an agency without causing harm (let alone do good) is too difficult.
I want to be involved in the challenges we face as we urgently find ways towards mutuality, equity and ecological flourishing. However, I no longer feel that an agency is the right vehicle for this.
This isn't the moment to discuss where this decision is taking me (though, feel free to reach out if you want to ask me or share your views on what I'm doing). This is the moment to say thank you. Thank you for choosing to work with us – either as part of the team or as a client. Thank you for being interested in us and hopefully taking some inspiration from the work we created. Just a beautiful and simple… thank you.
Love
My deepest gratitude goes out to these incredibly talented souls who joined me on this journey: Ollie, Alvaro, Myles, Gary, Charlie, Roxy, Gus, Alexis, Laura, Charlotte, Dixie, Rebecca, Nathan, Oli, David, Wai, Miles, Alberto, Stephen, Alison, Gareth, Ryan, Charlie, Harry, Guy, Peter, James, James, Dave, Josh, Gareth, Paul, Roy, Lutz, Tudinh, Anthony & Edd, Martin, Lawrence, Luke, Arran, Rich, Will & Alex, Paul & Russ, Tom, Ed, Carrina, Oscar, Isla and everyone else who I have failed to mention.
Joint is a student accommodation brand that puts wellbeing at the centre of its offering.
The founders approached us looking for a refresh to their existing brand. As conversations developed, it was clear how much they had outgrown their old identity and how poorly it aligned with their ambition.
Our priority was to build a brand that felt inclusive and playful. We collaborated with Alt on a new name, positioning and brand behaviours to help reposition them.
Central to the visual language is a set of illustrations drawn and animated by Form Play. We wanted to make it clear that Joint are a company that deeply values and respects how important it is to have a helpful and supportive relationship with its customers. The illustrations serve not only to bring some lightness to the brand but to portray its softer side.
Being a ‘digital first’ brand, it was key that the visual language held your attention across all digital platforms. Animated versions of the characters punctuate the communications and bring a feeling of energy that was key to capture.