Crafting Soulful Brands with Joyce of All Trades
We sit down to talk to Joyce, Founder and Designer at Joyce of All Trades
A: Who are you and what do you do?
J: My name’s Joyce and I’m originally from Switzerland but ended up in Norwich by studying Graphic Design (Design for Publishing) at NUA. Initially I went into the publishing industry but ventured more into brand design and strategy as time went on, which is why I started my creative practice ‘joyce of all trades’ - a name a friend came up with when we were at uni and it has stuck for over 7 years! I have been enjoying a mix of freelance and client work, collaborating with a variety of sectors, from hotels/boutique stays to artisans to communities/non-profits like Soul Church. When I am not working on projects, I like to make room for play through making art and writing.
What are some local projects you’re proud of?
I always love collaborating with local artisans, one of my highlights had to be the rebrand that I worked on with Studio Adorn. Bonnie and the team are amazing and getting to elevate their brand was a real treat. Another highlight has been rebranding Stay at Sarah’s in Holt, translating her unique stay into a visual identity and website that matches her personality and interiors. I loved listening to all her travel stories whilst working on her project.
And lastly, The SHhhh Guide to Norwich - this one’s from the archives, but still a goodun. I got to design the last two guides, and since my background is in design for publishing this was a real passion project. It was such an amazing way to learn more about all the local talent and independent businesses and made me feel proud to be part of this vibrant creative community.
What motivates/inspires you to create your work?
That’s a big question!
When it comes to inspiration, I am like a hoover - everything and anything! Visually speaking, some of my favourite things are looking at editorial design and books, exploring textures of materials, photography and seeing artists creating their pieces. I also like to paint and draw to get out of my own head.
On a deeper level, I like to figure out how things work. I love researching the most random things and understanding how it all connects. One of the areas that really interests me is the artisan process, how things are conceived and crafted. There is so much wisdom wrapped up in the way artisans work - the patience, the mastering of skill, the understanding of their materials… Those lessons inspire my own way of working, seeking for my projects to feel like
an artisan experience, tailored to my clients’ situation and properly executed with a sense of grounded simplicity. My mantra is ‘design with soul and substance.’ I want to design things that feel like they have been thoughtfully considered and crafted.
I also seek to apply design thinking to everything I do, considering how my work will live and breathe in the real world and the implied social considerations. Projects like the Public Library in Oslo get me really excited, demonstrating how design and social impact go hand in hand, bringing people together in all kinds of ways. I think that’s a huge motivation for me: being part of creating beautiful and joyful spaces designed for connection.
“My mantra is ‘design with soul and substance.’ I want to design things that feel like they have been thoughtfully considered and crafted. ”
Where’s your favourite place to visit in Norfolk?
There are so many places! But if I had to pick one place, it’s got to be Overstrand beach. The cliffs look beautiful at sunset and it’s super quiet so it feels like you are far away from everything, like a mini holiday. I actually got married there in 2020! Since we couldn’t go ahead with our original wedding plans due to social distancing rules we decided to elope at our favourite beach and it was magical.
@joat.studio \ joyceofalltrades.com
This interview was published as part of a paid collaboration within our printed newspaper.