February, 2025
Arth Verma
Motion Designer
This project was a true end-to-end motion design challenge. We began by mapping out the entire creative vision in Milanote, then crafted each visual asset in Illustrator and Photoshop. The real magic happened in Adobe After Effects, where we synced every beat to the visuals, and Media Encoder ensured a flawless final delivery. It’s a project that proves how a structured workflow is key to taming creative chaos.
Project Overview
JavaJoint is a comprehensive brand and digital strategy for a new, modern coffee shop concept designed to fill a gap in the competitive Toronto market. The project's scope was to build an entire brand identity and multi-platform digital presence from the ground up, guided by deep competitor analysis and user research.
The Challenge & The Vision
The primary challenge was to launch a new coffee brand in a saturated market and connect with a discerning audience of young professionals and students.
The vision was to create a "third space"—a welcoming hub between work and home. JavaJoint was conceived as more than just a coffee shop; it's a co-working space, a study nook, and a community hub designed for social connection and relaxation, all supported by a seamless digital experience.
Brand Identity & Logo Design
I was responsible for designing the brand's logo. The process involved creating multiple variations that explored different aspects of the 'joint' (connection) and 'java' (coffee) concepts. After a collaborative feedback process, we finalized a logo that feels sophisticated yet approachable, perfectly capturing the brand's unique personality.
The Digital Experience:
Web & Mobile UI
I also led the UI design for the desktop website and mobile application in Adobe XD. The goal was to extend the brand's "cozy and connected" feel into the digital space, creating a user-friendly platform for our target persona, Maya. The final design prioritizes high-quality visuals, an intuitive menu, and an easy ordering process to provide a seamless experience.
Launching the Brand: Social Media
To bring the brand to life, I designed a social media launch campaign. The creative focused on introducing JavaJoint as "Your new favourite place in Toronto," using introductory offers, themed coffee days, and interactive elements like custom music playlists to build an initial community and drive engagement.
Key Takeaway
This project was a deep dive into holistic brand strategy. My key takeaway was understanding how every single element—from the curve of a logo, to the layout of a mobile app, and the tone of a social media post—must work in harmony. A successful brand isn't just one great component; it's the seamless integration of all of them to tell one consistent and compelling story.
