A SOFT PLACE TO LAND
Case Studies
BUILDING + LAUNCHING JOYFUL COMMONS
Joyful Commons was born from a feeling every working parent knows well: “I can’t keep doing it like this.”
Founded by wedding planner and self-proclaimed ‘serial entrepreneur’ Jade Granda, Joyful Commons emerged from two years of trying to raise a toddler while running two businesses with no childcare that felt aligned, affordable, or emotionally doable.
Nannies brought inconsistency and turnover. Daycare didn’t feel right either. Jade was searching for something right in the middle that didn’t seem to exist yet. She knew she had to create it.
The Meet-Cute
The season she Invested
Jade and I had crossed paths in wedding world, and she was my first-ever inquiry to come through on my new website! As a new mom myself (who was barely getting by without a formal childcare plan), I was immediately struck by her vision for Joyful Commons, and couldn't wait to hear more.
When Jade walked into the historic building on 8th Avenue in Homestead, PA, with its exposed brick, warm Edison bulbs, vintage charm, and an old Dialog clock embedded in the wall...she knew it this could be it.
"I am incredibly driven to give working parents a place to get some work done while their child can safely play: I was desperate for the last two years searching for this exact thing and it was non-existent."
"I did find a vacant spot that gave me that 'oh shit this could work' feeling..."
Jade was seeking creative direction on Joyful Commons: A space she was determined to open before her fall wedding season picked up. So…we were working with a three-month runway(!)
In our first conversation, she told me she had tons of ideas bubbling up, but needed support shaping the overall vision, refining the copy, and planning a full brand shoot once the space came together.
She was building Joyful Commons from the ground up. There was no existing email list, brand visuals, website, or clear way to communicate the third space she was creating...just a big, beautiful idea ready to take shape. My favorite type of vision!
Jade’s VIP Day focused on defining the heart of Joyful Commons—clarifying her brand identity and mapping a three-month path to launch. We anchored the visuals in that cozy, cloudlike exhale families crave, using her signature jade green, cloud motifs, and 70s-inspired warmth. From there, we built her landing page, teaser copy, email opt-in, and an Instagram plan designed to grow an early community. The brand promise became clear: A soft place to land for your work, your child...and your sanity!
We also refined the membership structure, outlined pre-launch goals for fall 2025, and planned the branding shoot to highlight coworking, supervised play, and turnkey event rentals.
A major win was the email strategy: Growing a village-from-scratch list to 70+ curious parents in under 30 days through storytelling, engaging prompts, and early-access invitations.
1.
STRATEGIC
rollout + launch
VISION BUILDING VIP DAY
FULL scale branding
Jade’s full-scale branding suite brought the entire Joyful Commons vision to life. We built a fresh brand kit and custom website in collaboration with Afternoon Media, shaping a visual world of jade green, cloud motifs and nostalgic warmth.
On the backend, we created a seamless booking experience for parents, plus a members-only calendar page to make their workflow fully online.
We then produced a full brand shoot: Photo and video direction starring Jade's son Jax, her niece and nephew, and real working moms craving a true third space. The shoot leaned into cozy parent-and-child moments, and the lived reality of multitasking parents. These visuals became the backbone of her website, launch, and social presence.
To round it out, we flipped the space to showcase its rental potential, with Jade designing a beautiful ceremony and reception setup so families could imagine their celebrations unfolding inside Joyful Commons.
2.
STRATEGIC
rollout + launch
VISION BUILDING VIP DAY
FULL scale branding
Jade’s digital launch strategy was built to feel personal and community-first. Email subscribers received everything before the general public, including membership access, pricing details, and the first look at her grand opening. We created a dialogue with parents on her list, asking what they needed most in this season of life, and shaped the messaging around their answers.
The emotional rollout in collaboration with Supercut Creative told Jade’s story through video, including a teaser set to Vienna that still makes me teary. Two days before opening, we hit publish on the website!
3.
STRATEGIC LAUNCH PLAN
VIP DAY VISION-BUILDING
PRE-LAUNCH OFFER
THE GRAND OPENING
Joyful Commons welcomed its very first wave of families into the space.
We opened with a ribbon-cutting moment, a Pittsburgh cookie, elevated toddler snacks + cocktails for the adults, face painting, a pop-up photo booth, and a community mural that families added to throughout the day.
Parents filled the “Joy Jar” with wishes like, "I'm wishing for a place where I can do it all: A place where I can be a good mom and a good business owner at the same time."
Joyful Commons became exactly what Jade built it to be: A warm, cloudlike third space for work, play, and community.
REFLECTIONS
Since opening in September 2025, Joyful Commons is growing, with many members sharing how much this space brought needed breathing room in their families' routine.
One mom said she was “thinking I’d have to quit my full-time job until I found Joyful Commons,” and that it became “the perfect solution when other childcare options weren’t available.” Hearing how she can take calls, get real work done, stay close to her son, and trust the team completely is the exact kind of impact Jade dreamed this place would have.
I was lucky enough to host my HDI client appreciation dinner in Jade's space, and it was truly magical! Joyful Commons proves that when you build for yourself, you end up building for everyone who needed it too.
