Challenge
Capture a living, breathing culture
While The JOEY Story was unfolding, the company had a second plan in the works.
Instead of another book, they envisioned something faster, punchier, and even more of-the-moment: a one-off culture magazine that could showcase what was happening across JOEY in real time.
The magazine would:
- Reflect JOEY’s energy and humour
- Profile team members doing standout work
- Surface operational wins and cultural trends
- And reinforce the coaching culture that powers everything behind the scenes
It had to be lively, visual, and completely unboring. A coffee-table magazine that would never collect dust.
Solution
A custom mag that kicked it up
Our editorial and design teams re-teamed with JOEY to launch a print magazine tailored to their world.
We named it simply: JOEY.
It was sleek, fast-paced, and packed with stories and visuals that celebrated life inside the company.
Highlights included:
- Feature profiles on bartenders, chefs, and managers with standout coaching chops
- Photo essays from new openings and training intensives
- Infographics that spotlighted guest experience metrics
- Highly collectible recipes for some of the brand’s most cherished dishes and drinks
Design took cues from premium lifestyle and fashion mags, with a bit of JOEY swagger. Punchy captions, moody lighting, and bold display gave the piece real shelf presence.
It was internal culture, external design standard.
Result
An instant classic
The magazine hit desks and break rooms across the company and was an immediate hit.
Leaders and staff alike flipped through it, seeing themselves — and their peers — represented with creativity and panache.
It reinforced the coaching mindset JOEY lives by. It celebrated hustle, passion, and progress. And it sparked new stories, new energy, and a new sense of shared culture for a business on the brink of explosive growth.
People started asking when the next issue would drop.
That’s when you know it worked.
We had extremely ambitious goals for this magazine: capture the LA media’s attention, introduce our culture to our new staff and give our new customers in LA a window into what we stand for. ECHO did all that, in record time. A bonus was how seamlessly the ECHO group collaborated with our in-house team. It was fast but fun!
Britt Innes
VP of Marketing, JOEY Restaurant Group
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