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Sebastian Joe’s

It was a blast to rebrand Sebastian Joe’s, an iconic Mpls ice cream scoop shop + coffee roaster. Through new packaging, signage, merchandise + the whole shebang – we unraveled 30 years of local history to tell their unique story as the original gangsters of premium MPLS ice cream. Check out their new responsive site, snapchat Geofilters, Pokémon Go marketing and more that we created with this supreme, independent ice cream dream team.


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Canal Park Brewing Company

Canal Park Brewing Company is a new brewpub that aims to put Duluth, MN on the map as the craft beer destination in the Midwest. They wanted a fresh brand that exemplified their hometown pride, so we captured their love of the North and South shore of Lake Superior and created a personality as energetic as this outdoorsy team. We created a bold identity for their pub and brews through in-pub experience collateral, merchandise with a Northcoast attitude, and a modern & responsive web experience.

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Better100 is a referral program sponsored by Better Homes and Gardens Real Estate. We worked with them to define and design a modern online directory that recommends service providers & businesses. The responsive site spotlights dependable businesses in the Twin Cities and it won’t be long until it rolls out nationally. We gave the community the power to endorse, vote for and promote their favorite businesses. Part social network, part publishing platform – we hope that Urban 100 will feature JOYCE on their slick new website.

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In Depth Outdoors

As THE spot to discuss fishing and hunting online, In Depth Outdoors is the home to over 25,000 passionate daily users. As they begun their 8th season of broadcast on Fox Sports North, it was time for a major brand and experience overhaul. Our goal was to keep the community component of their site, but to reimagine their brand and business as a multi-device publishing platform with a distinct point of view. It was time for the pro staff and brand to take some credit. In the end, we provided them with a simple to manage tool that is gorgeous to look at and that positions them as the industry leader for fishing and hunting content.

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This collection of modern products from 5000 stores in 360 cities around the globe needed a now experience that represented the cutting-edge designers & manufacturers that sell their products exclusively on Generate Design. Working with the web team, who was one part in Tokyo and the other in Israel provided some interesting meeting times, but we got the job done. Through content and user experience strategy, we reinvented the way people explored the product online and we delivered a modern user interface made for a design-savvy audience.

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Pickles are People Too

The deep fried pickle booth at the MN State Fair asked Joyce to help them sell hundreds of thousands more pickles during the summer of 2010. Joyce obliged. We started off by concepting and designing the most ridiculously monstrous booth that State Fair regulations would allow. Social Connections on the booth create an offline to online experience and help fans stay in touch with the brand. We created Frash, the loveable mascot, to help Perfect Pickle sling their deep fried goodness. In 2010 – 2011, 5 Million deep fried pickles were consumed during the fair and the Preferred Pickle has been selected as a vendor at Target Field. Not too shabby. I’m with the pickle.

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First Choice Global Marketing sits in a magical space somewhere between huge manufacturers all over the globe and large retailers. Their insight into consumer trends, provides a vital link between product design, material selection and ultimately bringing the goods consumers want to the shelves where retailers need them. They had a lot of really smart things to say and nowhere to say them, so we created a fresh brand identity, a basic website and a proprietary blog, called The Spectrum. Now they can use the social web to communicate with their global clients and to showcase their mindful approach for clients to be.

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One of Joyce’s many development friends had a great idea for an iPad application that is powered by Cellar Tracker to manage large wine collections. Joyce gave VinoPad a sophisticated look and feel and paired that with a fun and simple way for users to interact with the wine in a given collection. Instead of just looking at a list of wine names, through VinoPad, users can select their vino by area in the world in which the grapes are grown, taste preferences and of course by food pairing suggestions. VinoPad keeps wine lists always up to date, so it has been a big hit in restaurants with large cellars, acting as a digital menu for patrons to select their wine from.

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