How We Helped
We named Joy’s company “Foreword"—a play on both momentum (forward) and helping someone write their story (foreword). Her job is to set others up for success, then get out of the way, so the name seemed appropriate. The mark is a bookmark on its side, with the tail forming an arrow that again merges the ideas of “forward” and “foreword”. The brand ethos and positioning statements, as well as the sample messaging, focus on the idea that both Joy and modern businesses are ahead of their leaders, who are often secluded in a bubble or have been out of day-to-day operations for some time. It’s Joy’s desire to call attention to change, then help smart leaders catch up, or stay ahead.