I’m Roos van Gestel, brand designer and founder of Studio Joss.

Brand design isn’t something I simply switch on when I start working. It shapes how I see, make connections, and continue developing ideas in my head. I process everything around me visually. I look for what gives something its own character, where its energy lies, and how that can be expressed more strongly.

Through Studio Joss, I use that way of seeing to make visible what a brand truly stands for. Not by imposing my own style on an organisation, but by uncovering its vision, character, and ambition and making them tangible in everything the brand says and shows.

My mission is to give the brand’s own mission the right visual expression.

That’s why I don’t believe in branding that is quickly assembled at surface level from a logo, a few colours, and a collection of templates. A strong identity needs a solid concept and choices that are aligned down to the smallest detail. The brand needs to carry the right energy and create the right impact.

Studio Joss builds brands from concept through execution.

Brand identities with a character of their own, where the brand’s core, language, design, imagery, and applications come together as one recognisable whole.

A modular brand system that clearly communicates what the organisation stands for, remains recognisable across every application, and leaves room for growth. This means the identity not only gives form to who the organisation is today, but also guides everything that comes next.