Joint Journey is a store owned by John and Julie, two climbers who have travelled the world to find the most adventurous spots to climb. The pair then opened a shop so they could pass on their knowledge as well as create a positive community for climbers. The brand name references the couple's adventures as well as the shared connection between the community and the store. The logo was created to show the initials of the store owners and be flexible enough to create unique patterns for the brand. When placed together, the logo can create a climbing rope pattern to use on branded materials. Earthly tones were used for the branding to create a theme of outdoor adventures and Futura was used as the main typeface for a modern and friendly feel.