My Story
I started my first business at fifteen. That was thirty-five years ago, and I’ve been building brands ever since — design, branding, printing, marketing, and sales for local business owners. Condé Nast was my north star: media as storytelling. I moved to Tribeca in New York City, where I was Art Director at Brainworks Design Group, mentored by Alfred Kahn — Creative Director of Times Magazine, who taught at Parsons. Back home I published DOWNTOWN and AM+PM Magazines, then founded RELAX Homes and Lifestyles, THE ROW, and Live Well at Santana Row, and later Made Local Magazines across Palo Alto, San Jose, Los Gatos, London, and Monaco — ten magazines in all. I was the first founding Brand/Marketing Designer and Creative Director at fivestars.com (Y Combinator, $317M exit), designed for a Warren Buffett company, and served as Senior Designer IV at Apple, leading the Ultra Watch packaging campaign. Today I run Good Neighbor + Made Local, helping struggling family businesses across the Bay Area and Silicon Valley stay open.
Timeline
Art Director, Brainworks Design Group, Tribeca NYC. Mentored by Alfred Kahn (Creative Director, Times Magazine; taught at Parsons).
Opened Rush Cafe, Downtown San Jose.
Brand Designer, Alfredo Muccino Design Group / Liquid Agency.
Publisher, DOWNTOWN and AM+PM Magazines.
Founder & Publisher, RELAX Homes and Lifestyles, THE ROW (Santana Row), Live Well.
Founded Made Local Magazines: Palo Alto, San Jose, Los Gatos, Shoreditch (London), Monaco.
First founding Brand/Marketing Designer & Creative Director, fivestars.com (Y Combinator, $317M exit).
Brand + Marketing Designer for a Warren Buffett company. Led brand development; produced their luxury publication.
Senior Designer IV, Apple. Led the Ultra Watch packaging campaign; 900+ assets for two major 2023 events.
Founder, Good Neighbor / Made Local. Officially launched January 11, 2026.
What People Say
Joelle is one of the most unique designers you will ever find... he couples it with unusual business savvy... and a deeper empathy for our small business customers that enabled him to anticipate unspoken needs... Joelle contributed not only creatively, but as a cultural leader — a steady, joyful spirit that many others viewed as an anchor in crazy times.
Victor Ho
Board Member, Rise University Preparatory
He was a brand visionary and we loved the look he gave the entire company. A true creative leader, with a real sense for brand marketing, brand design, and positioning... I loved working with him and would do it again in a heartbeat.
Matt Doka
GP, Recursus Capital Partners
Joelle is a one-of-a-kind brand builder... top-notch graphics design skills... I cannot recommend Joelle enough for any firm looking to create a strong brand that thrives in a diverse community.
Daigo Tanaka, PhD
Owner, handoff.cloud & OmniCreator.club
No project was too much for him. He approached every task with detail, execution, and genuine pride in the final work... Joelle consistently helped position Dakota Lithium as one of the most premium brands in the space.
Brandon Chestnut, MBA
Founder, Big Cypress Concepts
More kind words
Joelle Cruz has been creating beautiful designs for my business for over 4 years. His knowledge, meticulousness, honesty, and humble opinions on my designs are critical to me... I can always count on Joelle to come through in a snap when I need something done quickly. I highly recommend him as a hard working professional with artistic talent who has a lot to offer!
Julienne Kavanaugh
I have yet to meet anyone as creative and energetic in ones being and driven as Joelle Cruz. It is difficult to express and put into words watching someone like Joelle work and watch him create an ideal out of thin air and bring it into reality... He designed an elegant logo identity, created a unique digital business card, and presented our body of work in an innovative and captivating way... His work and creativity in accomplishing this goal and objective were absolutely amazing.
Rick Pendleton
Joelle has done a great job at crafting my brand and also creating very compelling digital ads for all my social media platforms. Joelle's branding work is of the highest quality!
Rene Sanchez
I have known Joelle Cruz over 16 years... Within a day, he designed the template for the publication... I believe Joelle is probably one of the best Graphic Design and Brand Builder.
Hemant Desai
Joelle produced beautiful photography, cinematography, and printed media for a high end Menlo Park listing I had. He cares a lot and will make sure you're happy. Thanks for the great work, Joelle.
Terel Beppu
Joelle is laser focused and relevant in his Branding approach.
Tom Papageorge
Joelle Cruz has been an invaluable asset to our company with his services over the past 4 months. His presentations from conception to digital renderings to actual finished products is unmatched in the industry. We would not be happier with his services and work.
Christos Papageorge
Joelle is the most creative and artistic person I have ever worked for. I interned under him for a year, and then worked with him for a few more. I respect him and his work. He really inspired me.
Sergey Grigoryev, MBA
Joelle was the mastermind behind FiveStars' initial and ongoing branding effort. He made the logo, collaterals, and overall design memorable and purposeful... I got to see his hard work and dedication throughout the years that we both worked at FiveStars. Joelle is also one of nicest guys around and a fashion icon to top it off :)
Gary Liu
Joelle is the consummate professional. In combination with his diligent work ethic, Joelle brings an energy and authenticity to the work place that is irreplaceable. Working with Joelle has been absolutely rewarding and his contributions are an asset to the growth of our company as a whole.
Brian Lee
Joelle is the consummate marketing and design guru... He has been a treat to work with on all projects where I have been involved — and he maintains a steadfast level of dedication to quality and professional attention regardless of the relative size/scale of the task at hand... I know those that depend on him will not be disappointed.
Robert Cook
Printing for Realtors
100% recommend · 13 Facebook reviews
Shay InteroJan 28, 2020
RecommendsJoelle did an AMAZING job on our business cards. I highly recommend using him and his team.
Clare Lovett GoyesNov 8, 2019
RecommendsNice quality cards - great customer service and follow up!
Shannon EllisonJun 30, 2019
RecommendsReinvent was fast, professional, and worth the price. The business cards I ordered were stunning. I especially love the spot varnish photo detail. Thanks Joelle!
Gabriel MelendresJun 29, 2019
RecommendsJoelle and his team did a great job on my new business cards!
Rene SanchezMay 16, 2019
RecommendsREINVENT did an excellent job on my business cards I'm very happy with the quality of work and A great customer service from Joelle! I will definitely continue to be a loyal customer!
Becky TrovatoMay 12, 2019
RecommendsI've used Reinvent for my business cards for several years I've never been disappointed with the quality, the design or the service....These guys are amazing!!
Tyler FilizettiJan 17, 2019
RecommendsReinvent designed my business cards for 2019... Joelle and Ana provided excellent service and created a card that is light, detailed and fits perfect in your wallet. I highly recommend using this company if you want to have a business card that makes a difference
Kris WalkerNov 19, 2018
RecommendsIt was awesome working with Reinvent - Joelle and Ana have absolutely awesome designs and customer service. Already recommended to the rest of my team!
Linda Varni, RealtorOct 5, 2018
RecommendsI am so happy with my new business cards! Joelle was so patient, professional, and friendly... They are perfect and I am extremely happy with them.
Mina Johnson-SwinhartSep 18, 2018
RecommendsSuch a great company that puts great detail and care in their work.
Chris SoukoulisMay 17, 2018
RecommendsExcellent cards! Better than anything I have used prior