Joy Wellness
Launch imagery for a downtown Montreal wellness club. Built so urban professionals see themselves in wellness, not just spa enthusiasts.
Intent
Launch imagery for a downtown Montreal wellness club. Built so urban professionals see themselves in wellness, not just spa enthusiasts.
Joy Wellness needed launch imagery for a new downtown Montreal club: contrast therapy, thermal baths, HIIT, red light therapy. The brand existed on paper, not yet in market.
I built around a single directive: make someone want to see themselves in it. The image that made the case was a model in a tailored suit inside the thermal baths. A suit in a spa. The tension said who the space was for: professionals who live at high speed and need a place that matches their standard.
The imagery became Joy's entire visual foundation across website, social, paid, Google Business, and press kit. Picked up by Le Devoir, Montréal Secret, Silo 57, and Noovomoi. Three downstream agencies built their launch strategies on what shipped from this production.
2026
joy wellness
The work
- 01Creative direction
- 02Brand photography
- 03Visual language development
Brief excerpt
Joy Wellness needed launch imagery for a new downtown Montreal club: contrast therapy, thermal baths, HIIT, red light therapy.
Results
What the work shipped.
4 publications
01press pickup at launch
Le Devoir, Montréal Secret, Silo 57, and Noovomoi covered the opening using this imagery.
3 agencies
02built launch strategies on the work
Downstream agencies pulled from the visual system established during this production.
Foundation
03full visual system across channels
Website, social, paid, Google Business, and press kit all run on this imagery.
