“I’d been producing a lot of my own personal work and screenprinting posters, as well as taking on freelance commissions from a number of clients,” he recalls. “I basically found myself working all the time and something had to give.” And that something was his day job.
Not that Joyce has taken the opportunity to kick back now he’s his own boss. Since setting up his own studio, One Fine Day, only a few months ago, he’s completed a set of illustrations for Penguin to be used in a forthcoming book on stopping global warming; a new campaign for Levi’s to promote up and coming bands; and his first music video – a non-commissioned project created on a whim. “I had produced some artwork involving lots of dials and knobs, but replaced the numbers and words normally found on such objects with more human variables, such as Yes, No, Do, Don’t,” explains Joyce. “I felt there was an idea there that would make an interesting music video.” So when friend Deven Miles played him his remix of Swedish band Revl9n’s Someone Like You, Joyce persuaded fellow designer David Oscroft to bring his illustrations to life and together they developed an animated video for the track which Joyce then sent to the band’s record label, Because Music.
“They liked it,” reveals Joyce. “They’ve commissioned me to create the promo for Revl9n’s next release.”
This, it would seem, is typical of Joyce: Have an idea and get on with it, whether it’s paid work or not. The original graphics for his music video were first devised as one of the illustrated flyers that he produces each month for It’s Bigger Than, a London clubnight that Joyce co-runs with a group of friends. This body of work also formed the bulk of the artwork that Joyce exhibited at London’s Carhartt store earlier this year, resulting in a commission from the clothes label for a T-shirt range.
Creative Review also commissioned Joyce to create screenprinted posters which were used as a subscription promotion earlier this year. So, after that ultimate job, what else does Joyce want for One Fine Day? “I’m interested in ideas,” he says, “and working in areas that allow more creative expression – like arts, music, fashion culture and charity. I’m interested in getting involved in work of varying scale from a postage stamp to the side of a skyscraper.”