In 1992, visionary planners transformed an abandoned Munich airport into an “eco-utopian” community. Concrete runways were replaced with tree-lined bike paths. Today, residents of this car-less district invest in projects that directly benefit the community. With only 30 jars of this honey made each year, it was important to bring the story of this unique community to life in the packaging.

Originally from Canada, Joel’s design practice is filled with complex and nuanced visual solutions for clients who demand sensitivity, insight, and communicable differences in the market. Start-ups, scale-ups and established brands benefit from his "no stones unturned" approach to problem solving, and his appreciation that complex situations bring forward unique perspectives. Before founding Studio Otherness, Joel’s focus on executing brand strategy led him to consult on refreshes and re-imaginings for companies such as Bosch, Elsevier, ING and Salomon. He previously worked with consultancies and agencies such as IDEO, HUGE and Landor. Joel is a consistent presence in the international design scene, sporting over 60 international publications, awards and features in his decade of work.

Dedicated to the right brand attitude, the right strategy, and the right moment. I work with agencies and companies to find their space and own it with conviction, courage and thought. With a focus on lifestyle, arts, food and beverage, my work involves research, product development, and stewarding young brands to success.