JOE isn’t just a character — he’s the embodiment of what LFJ stands for: competitive spirit, degen culture, and meme power. I worked on character development, illustration, and expression design to give JOE a strong visual identity across content, social media, and brand activations. With a compact, chunky build, iconic eyes, and expressive motion poses, The JOE became a recognizable face of LFJ’s mission to the Avalanche ecosystem.