J.Toe

A six-month brand development project for J.Toe, a line of advanced training phantoms for podiatry education. The scope included market research, brand positioning, product naming, copywriting, logo design, and a full visual identity system. Collaborated closely with podiatry professionals to ensure clinical accuracy while redesigning how podiatric conditions are perceived and taught. The strategic turning point was introducing a friendly, vibrant color palette, transforming traditionally clinical, unattractive medical models into engaging, joyful training tools. The naming J.Toe (short for “joy too”) support this shift in tone and perception. The logotype references the curves and contours of the product itself, contributing to a professional yet playful identity. The brand book provided clear direction for logo usage, color palette, typography, copy, and imagery. The defined tone of voice joyful, accessible, professional helped to position J.Toe as a unique and effective solution in the medical training market. Tested globally by professionals and students, J.Toe demonstrates how thoughtful design and branding can enhance education, engagement, and usability in a challenging field.