It just launched a new practice — Joan Design — that joins JoanxMedia, Joan London and Joan Studios. It will create strategies, brand identities and campaigns.

Joan Design kicks off with S&P Global and NIA Centre for the Arts in Toronto as clients.

The new entity is led by design veteran Anjela Freyja, creative director, design & brand. Previously at Pentagram and Base Design, Freyja is aided by a seasoned team from various disciplines.

Jaime Robinson, co-founder-CCO, Joan, told Agency Daily: "Beautiful design is more than just a way to augment the brand. It often is the brand. You can communicate a story and an emotion in a nanosecond. Say 100,000 words in half a thumb scroll. In an increasingly speedy, tech-forward world, potent brand design is non-negotiable."

Joan is also committed to utilizing AI in design. It has launched Artificial Objects, an online gallery of everyday objects imagined in clever ways. The goal is to illustrate how generative artificial intelligence can creatively benefit designers, applying the same principles across various disciplines: fashion, architectural and brand design.

While AI doesn't support typographic design, the practice believes it can contribute to imaginative thinking.

"Our vision for Joan Design is to bolster our ability to turn brands into modern legends and to do so with imagination, experimentation and a commitment to top quality design," added Freyja. "We plan on embracing artificial intelligence into our work flows. Like any new technology, it's important to learn about it, see where it fits, and where it can better you. For us, at this moment, AI is a play toy or play tool."

Joan Design is a New York-London based agency. Its female-founded parent company's clients include eBay Motors, Brawny, Google and Virgin Hotels.