Probiotical

The Challenge
Following the acquisition of Altido, ChezNestor, and Open, DoveVivo unified the operators under Joivy. Our challenge was to create a coherent brand identity across six countries while aligning diverse teams and audiences.

The Opportunity
The merger allowed us to build a stronger, human-centered brand. Interviews and workshops revealed three core values—simplicity, humanity, customer-focus—that guided strategy, messaging, and design.

The Creative Approach and Solutions
Working closely with the strategic team, I involved stakeholders early to translate insights into actionable strategies. I developed three creative routes; the chosen one delivered the tagline “When You Need Space”, emphasizing adaptable living solutions. The visual identity uses modular shapes inspired by floor plans, flexible layouts, warm typography, and a human-centered palette. I also designed the B2B website UX/UI for an intuitive, engaging experience.

The Results
Joivy now communicates a unified story with a flexible visual system and strong internal alignment. The brand is clear, human, and adaptable—ready to scale across markets. The foundations we built provide long-term potential for evolving the brand, extending the system, and supporting future expansion. This project reinforced for me how engaging collaboration and a structured, creative approach can transform a complex challenge into a unified, future-ready brand.