3D + drawing
Digital tools paired with hand-drawn lines, notes and graphic elements.
CASE STUDY · BRANDING · VISUAL IDENTITY
Building a brand identity with a character of its own
A personal brand for a 3D artist who needed to translate the way she creates, her personality and her visual world into an identity that felt recognizable, flexible and able to grow with her.
01Explore
AN IDENTITY THAT WAS ALREADY TAKING SHAPE
Before designing anything, I needed to look at what was already there.
Joyce already had a very distinct way of creating. She works mainly in 3D, but is naturally drawn to more hands-on elements: hand-drawn lines, painted textures and characters with personality.
The challenge wasn’t to invent an aesthetic from scratch. It was to look at what was already present in her work, identify recurring patterns and translate them into an identity that could represent her as a creative.
The brand needed to feel professional enough to support her work without losing the curious, expressive and experimental side of the way she creates.
02Find patterns
WHAT KEPT SHOWING UP
Digital and handmade could live together.
The exploration revealed a few recurring themes: a mix of digital and handmade elements, simple expressive characters, nostalgic references, dark backgrounds, pops of color and a preference for compositions with more personality than rigidity.
There was also a strong contrast between the tools she uses — Blender, 3D modeling and digital environments — and her interest in drawing, hand-made marks and textures that feel more painted than digital.
Digital + handmade
An identity that could feel contemporary without losing a personal, tactile quality.
Nostalgia + play
Simple characters, expressive references and a slightly unexpected sensibility.
Structure + personality
Enough clarity to work consistently without making the brand feel rigid.
Rather than defining a fixed aesthetic, the goal was to find a visual language that could move comfortably between digital and handmade.
03Recognize the symbol
A CHARACTER THAT WAS ALREADY THERE
The ghost didn’t appear at the end of the process.
One element kept showing up throughout the references: ghosts. Joyce had already used them in drawings and videos, and they naturally fit a way of creating that feels curious, playful, slightly mysterious and nostalgic.
That’s why the ghost eventually became the central symbol of the identity.
This wasn’t about inventing a character for the brand. It was about recognizing one that already belonged to her world.
FROM CHARACTER TO BRAND
Ghost + art = Joy SilvART
The ghost became the starting point for the brand, integrating the Joy SilvART name and strengthening the connection between Joyce, her work and the visual world around it.
04Build the system
GIVING IT STRUCTURE WITHOUT TAKING AWAY ITS PERSONALITY
A recognizable foundation that wouldn’t compete with her work.
The system needed to work across content, presentations and tutorials while staying flexible enough to live alongside projects with very different visual styles.
COLOR
A palette built around contrast
The identity is grounded in a dark base, paired with white and a bold red as its main accent. Red brings energy and character, while the dark background creates a canvas that allows visual content to stand out.
Crimson Art#E53E51
Midnight Canvas#101820
Ghost Mist#F3F2FF
Spectral White#FCFCFC
Supporting accents in yellow, blue, green and violet were also defined for tutorials, presentations and digital content.
TYPOGRAPHY
Between functional and expressive
Poppins provides the foundation through its clarity, readability and versatility. Cute Cat brings a more handmade, playful quality to headlines, statements and graphic details.
Aa
PoppinsStructure
Aa
Cute CatPersonality
Enough structure to work. Enough personality to feel unmistakably hers.
DOCUMENTATION
The full system, in detail.
The Brand Book brings together guidelines for the brand, color palette, typography and visual principles defined for Joy SilvART.
05Outcome
AN IDENTITY THAT CAN GROW WITH HER
A visual signature, not a rule for everything she creates.
The result is a visual system that doesn’t try to define what all of Joyce’s work should look like.
Instead, it provides a recognizable foundation she can keep experimenting from: the ghost works as a signature, the palette creates consistency and the rest of the system can adapt to different types of content without losing its connection to her creative world.
The identity supports her work without limiting it.
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