Strategy & Website for Joy
Full digital design and marketing support for JOY - a multi-generation family space in Madeira combining a brunch café, curated play zones and an AR gaming area. This freelance project was managed end-to-end, including strategy, renaming the concept from Family Space & Café to Family Space & Brunch, the full website design, and close collaboration with a developer to launch on time. Alongside the digital work, I also created social media content, filmed on-site material, and delivered key print assets to support the opening.
LIVE SITE
Client
Joy Family Space & Brunch
DELIVERABLES
Strategy Workshop Marketing plan Website Leaflets Cafe Menu Presentations Social Media Guidelines
Year
2025 / FREELANCE
Role
Creative Direction, Project Management, Strategy, Design, Social Media Content
the brief
Parents and children in Madeira lacked a shared space that balanced kids’ entertainment with adult relaxation. Most existing play zones catered only to toddlers, leaving older kids and parents disengaged. JOY aimed to create an inclusive environment for all ages. Research revealed that parents in Madeira struggled to find spaces where everyone could enjoy their time equally. Most indoor options focused only on small kids.
MARKETING
We launched a five-week marketing plan combining targeted Meta ads for local and tourist families, engaging Reels such as “Before vs After JOY” and “Top 5 Things to Do in Madeira with Kids”, and influencer collaborations with local family accounts. Alongside the digital activity, I also created three printed leaflets for different customer segments and redesigned the café menu in two languages. The campaign positioned JOY as Madeira’s go-to family destination, a place where both parents and children genuinely enjoy spending time.
REELS
I also filmed and edited a series of short Reels showcasing the different play zones and the overall atmosphere at JOY. These quick, engaging videos performed extremely well on social media, generating thousands of impressions and more than 500 website clicks within just three days.
