The Joanne Hynes woman is complex, individualistic, beautiful, intense, and serious. She is considered but she’s not always breezy and free, there is a tension there too. She is strong and vulnerable, she surprises. I wanted to create an identity that would reflect this.
Joanne is always ‘chasing connections’. The sensual nature of a cloth, the cut at the waist, a drape, looseness or tightness, a sleeve, a solution to getting dressed, a rebellion, an aesthetic. The identity took its inspiration from this concept that was carried through the creation process, working in print and web.