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nJoy Vision BRAND PLATFORM


nJoy Vision Brand Platform

Givens

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Voice

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Tagline

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Process

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Mind Map & Sketches

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Letterforms & Shapes

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Typography

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Color Palette

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Reveal

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Usage

20–21


nJoy Vision nJoy Vision exists for the sole purpose of providing the world with the miracle of vision. This is accomplished through state-ofthe-art technology, distinguished surgical teams, superb patient care, a philanthropic spirit, and an atypical approach to the refractive surgery business model. As a patient-first practice, a well thought out brand is essential to crafting the nJoy Vision experience. Our focus was to structure an identity that exudes all those attributes mentioned above while being unmistakably fun, inviting, and refreshing. The purpose of this Brand Platform is to take you through that process, explain our rationale, and deliver the nJoy Vision identity. Enjoy!


Givens Unlike most brands we help create from the ground up, nJoy Vision came to us with its name already in place. It also had a definitive business direction, if not a formal mission statement, and an intrinsic brand personality. With a little fine tuning and strategic thinking, the following pieces in the brand identity process came together fluidly and naturally. Name :: nJoy Vision With the name already set, we concerned ourselves with 4

determining the best way to represent the unorthodox spelling of a common word. Ultimately, we felt the simpler the better: In copy, a lowercase “n” and a title case “Joy” intuitively separate the syllables, making it easy to read and easy to say.

GIVENS

Mission :: To provide the miracle of sight to people around the world. This phrase nicely sums up everything about nJoy Vision. The use of cutting-edge technology, an emphasis on philanthropy, and an understanding approach to patient care. Personality :: Fun, Inviting, Refreshing Though it wasn’t spelled out as demonstrably as the name and mission, the nJoy Vision personality is an inherent byproduct of the two. After all, with a name like nJoy, it would be a crime not to be enjoyable.


Voice Genuine. Engaging. Conversational. This is the unmistakably unique voice of nJoy Vision. A combination of short thoughts and sensible statements, along with a question or two for good measure. Because how better to engage an audience than to ask it a question? See what we did there? Achieving this is quite simple - Be human. Show your patients that nJoy Vision is not a soulless corporate entity with cool lasers. No, nJoy Vision is a network of caring people with great personalities. And cool lasers.

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Now, isn’t that a fresh perspective? VOICE


Tagline Using the brand elements we were given as a starting point, a simple mind-mapping exercise quickly led us to a catchy tagline that embodies all that nJoy Vision is and does. Core Attributes + New approach to lasik/laser eye surgery + Not typical for industry + Fun and inviting + Charitable :: Providing glasses and eyecare

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Tagline


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Tagline

A Fresh Perspective


Process Giving shape to a brand’s primary physical feature is a multi-layered exercise, not unlike putting together a jigsaw puzzle without the box top as a guide. The elements are all there, but it takes ample thinking, sketching, mapping, and rearranging to get the pieces in their rightful places. And inevitably, from chaos comes clarity.

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process


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process


Letterforms and Shapes

Developing a logo for nJoy Vision requires more than simply selecting a typeface, mark, and color scheme. It’s about defining and molding the letterforms, shapes, and palette to create an intelligent, synergistic relationship. Wholly complementary, unique, and nJoyable.

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process


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process


Typography

A unified typographic style is one of the most fundamental elements of a strong brand identity. Gotham is a modern, sans serif typeface that manages to feel familiar, friendly, and functional.

Gotham Bold

Headline & Alternative Body Typography

The quick brown fox jumps over the lazy dog 12

The quick brown fox jumps over the lazy dog

process

1234567890&@�(.,:;#!?) Gotham Book

Body & Alternative Headline Typography

The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog 1234567890&@�(.,:;#!?)


Color Palette

With a unique color scheme, a powerful brand can seem even more so. For nJoy Vision, we developed a custom palette combination that evokes the brand’s most inviting attributes. Gradient Color Palette

Flora Firma Gradient

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Citrus Sol Gradient

color A

color A

color A

color B

color B

color B

c 50 m 0 y 67 k 0 c33 m 0 y 60 k 0

A B

c38 m 4 y18 k 0 c19 m 4 y18 k 0

A B

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c8 m 48 y84 k 0 c8 m23 y84 k 0

Spot Color Palette

Flora Firma

Aqua Azure

Citrus Sol

PMS 360C

PMS 3258C

PMS 143C

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process

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Aqua Azure Gradient


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REVEAL


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:: a brand platform by

:: Š 2010 Traction Marketing Group


nJoy Vision Brand Platform