With the advent of Joffish, Inc. relocating from Minnesota to Seattle (and having to reform the company as Joffish, LLC.) We decided to take the opportunity to completely overhaul our own branding; investing the company and site with more of an amalgamative personality based on our (myself and my wife's) very unique personalities. We wanted Joffish to embody our own design ideals: clean, simple aesthetics; while promoting no-nonsense business services.
It's hard to accurately pin-point when I decided to go with the landscape / signpost design but I know it came as something of a revelation. Endlessly wracking my brain to work out who "Joffish" was the visual suddenly popped into my head and couldn't be replaced. For me, the strongest, and not unintentional, visual is the HOME signpost pointing at the cottage; I live there in my dreams. Having those magnificent guardians of mountains behind me and the seclusion of rolling hills is just idyllic.
Who is Joffish? Me and my wife are; our shared hopes, dreams and ambitions; our attitude towards how businesses should interact, how people should be treated and our own, very personal design ideals.