I built Joyfulls social media identity based on their mission to ‘feel good physically, mentally, and emotionally.’ Drawing inspiration from their outdoor aesthetics of bright and vivid bursts of colors, I utilized fun, street-style photography to build up an online and offline community. The tactful approach to Joyfulls brand identity led to immediate brand recognition and adoption in the local community — resulting in consistent growth in sales, press releases, and a steady stream of user-generated content shared via stories and posts on Instagram.