creative direction

The FootJoy: MyJoys program is undergoing a visual upgrade. The first step in the upgrade was the redesign of the MyJoys logo.

The handwritten typeface reflects the personalization and customization that go into making MyJoys shoes. The individual "signed" feel clarifies the concept of the MyJoys brand. With a desire to respect the quality and tradition of the FootJoy brand, JOYS, set in all caps, is taken from the FootJoy logo.

Along with the new identity, we delivered the MyJoys team a usage guide. The guide covers specifics such as colors, size recommendations, space requirements, and more.

It’s great to be able to see the FootJoy brand come together, and implement it over the interactive side of their business.