A boutique, international hotel asked us to redesign their in-room amenities. Each piece: shower cap, nail kit, shaving kit and dental kit all came as requested items to a visitor. Since the visitor had already "bought" the experience of the hotel, excessive branding was not needed. Instead, the design taps into a luxury experience, by sharing poems and evocative writing about travel, discovery and escape. As an extra challenge, we placed the poems in 3 languages: Chinese, Arabic and English.

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 arts, culture, food & beverage, my focus is on bringing the unique perspective of each client forward.