Joe Cruz work has mostly revolves around appropriation, mark making and colour. Just based off the work he has made, it looks like he likes focusing on themes like sexuality, gender and beauty run through his work. His client’s are companies like Dazed Magazine, Design Week, GQ, The Guardian, and The Independent and even it’s Nice That.
From what I see is that it looks like he takes existing images and puts his spin on things like adding colour and different marks to make it more unique looking. I think it gives the images more of a personality.
As you can see you can see that once he adds colour and marks, the images transforms and it becomes a character. I think just transform the existing images to what he has done, is a clever idea and it is beautiful.