Joyable, a mental health product, was highly successful as a consumer product, and wanted to expand into the enterprise space in order to reach more people by removing the cost barrier. A refresh to the brand was needed in order to be taken seriously in the professional space.
Keeping in mind the brand's consumer heritage which is loved by its clients, the enterprise brand is an elegant counterpoint. Showing eyes, the most expressive mechanism people have, it shows Joyable's understanding of emotion and mood.
The new brand was reflected down to the product level, expressing the sentiment of understanding, scientific rigor and the feeling of a warm hug.