The visual communication designed for Joshua brand, from logo, colors, posters, iconography, collaterals, website and retail design have been designed to permeate positive feelings of strength, love and joy. Drawing inspiration from the Joshua tree, the logo identity is a hybrid of the Joshua’s tree silhouette and umbrella. The form of an umbrella has been adapted into the logo identity to represent the unity and strength of the family to brave the storms of life together & the fact that this small business is a simple livelihood for the family of three.

With more than 22 years of experience in the design industry with experience in UX / UI design, branding, visual communications & packaging design, the combination of multi-disciplinary backgrounds has equipped Jimmy with unique sets of skills ideally positioned to meet the needs of all clientele. Specialising in UI/UX Design (Weapons System, Communications & Dashboard Design) & Branding, proudest moment for Jimmy has been to use his UX/UI designs, creative thinking & skillsets to collaborate with Republic of Singapore Navy, Singapore Armed Forces, Singapore Civil Defence Force & Singapore's Satellite System to aid & benefit his country. His overseas collaborations also include UI/UX support for startups in United States collaborating with United States of Veteran Affairs.

Joshua carries a myriad of kids labels from all over the world. Focusing on colorful and playful styles for kids, the designs reflect modern aesthetics and quality craftsmanship. The brand, named after the owner's baby, represents strength (also with influence from spirit of Joshua tree), love & joy. the brand is emotively developed with love that time with our kids has to be relished.