Gabriel Menezes

Works

Joyn

I helped build Joyn’s brand from the ground up, shaping how it looks, feels, sounds, and moves. I led motion and contributed across creative and art direction.

Role: Motion, Creative and Art Direction

A Bold Streaming Brand for a New Era

At Joyn, a German streaming app born from a 50/50 ProSiebenSat.1 and Discovery joint venture with 60+ live and on-demand channels, I set and scaled the brand across campaigns, content, and product, leading end-to-end creative in art, motion, and sonic identity to deliver fast, on-brand, high-impact work with internal teams and global partners.

The Brand.

Joyn’s brand strategy starts with a clear vision: “We gather the world and reflect your individual story” and a simple mission that guides behavior every day: listen, reflect, connect. We balance global stories that let people escape with local narratives that help them belong, so content meets context in ways that feel personal.

Everything is built around the user by living our core values: focus on the user, speak freely to build trust, practice compassion to strengthen teams, put facts before ego to learn fast, fully commit once decisions are made, and own outcomes with smart, reversible risk taking. Together, this creates a brand that earns the right to connect.

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The Smile

Our icon is a smile—pure brand essence. It spreads energy, bridges people, and embodies the principles of listen, reflect, and connect.

Brand Essence

A short film that codifies Joyn’s purpose and values, used in onboarding to align teams, set the creative bar, and speed decisions.

How it looks.

How it moves.

Introducing Joyn Plus+ for subscriptions and Joyn Selection for B2B partnerships.

Joyn Plus +

Joyn Selection

How it sounds.

We built a brand track and mnemonic used across brand, product, and internal comms, creating a consistent, instantly recognizable sonic signature.

Mnemonic

Also known as "Sonic", a mnemonic is a short, memorable sound drawn from the brand track, creating instant recognition across all brand touchpoints.

A brand is never finished

As Joyn and streaming industry evolve, the brand evolves too. We refreshed color, leaned into uppercase typography, and sharpened our positioning to bring more lifestyle into every touchpoint.

Creative Direction and Lead

A part of the Marketing & Creation team, I led art, motion, and sonic identity across campaigns, promos, show openers, and channel idents. Hands-on leader with global partners, shipping on-brand work that lifts recognition and speeds delivery.

Impact.

Creative

• Launched a unified system that covered 55 live channels on day one, 40+ early-release formats available 7 days before TV, and 30-day catch-up rules, with a 10+ title originals pipeline for year one.

• Designed the freemium → premium ladder for Joyn PLUS+ at €6.99 with 61 channels and HD/pay-TV cues, keeping one brand language across tiers.

• Delivered cross-platform launch assets used on iOS, Android, web, Fire TV, Smart TVs, and on-air, enabling consistent expression from product to campaign.

Business

• Drove early adoption to 3.8M monthly active users within ~2 months of launch with 2.4M app installs, 4× predecessor 7TV’s users.

• Scaled to >7M monthly users by end-2019 across all devices.

• Continued growth: 8.3M average monthly video users in Q1 2025 (+26% YoY) and a record 10.4M viewers in June 2025 with +89% YoY reach and +25% watchtime.

Let’s shape what's next.

Works