Creative Direction, Content & Brand Development
JOE & THE JUICE is one of the strongest and most globally recognised brands to come out of Denmark in the past decade. During my time there, I worked across a wide spectrum of creative projects - spanning internal communication, brand identity, social content and global storytelling.
I produced global internal masterclass videos focused on Running, Fitness and Gastronomy, aligning employees worldwide around the JOE mindset and culture.
Visually, I developed graphic systems for social media - combining typography, effects and layouts to reinforce the brand’s raw, urban DNA and ensure consistency across digital platforms.
I also created product imagery for new launches across app and menu integration, and produced multiple aftermovies from brand events.
A defining moment was producing the leadership transition film when founder Kaspar Basse stepped down as CEO and passed the role to Sebastian Vestergaard. The film was distributed internally and to press, capturing both legacy and forward momentum.
Across all projects, the focus was clear: strengthening JOE’s identity through cohesive storytelling and bold visual consistency.
