Overview
A group of international entrepreneurs approached Squat New York to help build a global hospitality brand designed to connect vibrant, active adults aged 55 and up. The vision: create a membership-based platform blending physical and digital spaces, where members could travel, connect, and grow in the next chapter of life. The challenge was to avoid clichés and create something aspirational, forward-thinking, and entirely new.
Approach
The brand was built around a bold insight: for this audience, life after 55 isn’t about slowing down—it’s about refirement, not retirement. Through in-depth strategy workshops and market analysis, we uncovered a powerful mindset among this demographic: a hunger for meaning, movement, and new experiences. That insight led to the creation of Jorny—a name that reimagines the idea of travel as a lifestyle, not just a destination.
The heart of the brand was grounded in two words: vibe and movement. We envisioned Jorny not just as a hospitality offering, but as a cultural space—energized by people who are still curious, still growing, and still going. This philosophy guided the tone of voice, visual identity, and brand design across all touchpoints.
I developed the full brand system, including logo, typography, color palette, iconography, and spatial aesthetics. These elements were then applied to environment schematics to inform physical spaces around the world—ensuring a cohesive experience from website to social, signage to interior hospitality details. The result was a unified brand with global potential, tailored for a new kind of community ready to embrace part two of life.
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Naming, Brand Strategy, Branding, Web Design
