Joe Longthorne remains the UK's top cabaret performer. His brand however has suffered through multiple brushes with bankruptcy and his ongoing battle against Leukaemia.

Considered by the industry to be 'the singers singer' Navajo capitalised on his fellow artists reverence and his devout fan base to revitalize the public's perception and rebrand him as an international performer.

Navajo developed an identity that captured the magical moment when the lights dim and the show is about to begin.

Joe Longthorne asked Navajo to create a brand that would help unify all their marketing and promotional efforts and elevate Joe to international status.

We needed to create both a verbal and visual expression that captured Joe's unique talent and differentiated him from other performers. Moreover, the brand would serve as a universal “endorsement” mark, identifying and distinguishing live, theatre and studio productions.