The Vera Project

A new brand identity reflecting the creativity and passion of a beloved Seattle institution. 

Skills: Brand Strategy / Design/ Art Direction
Tools: Procreate, Photoshop, Illustrator, After Effects, Indesign
Timeline: 10 weeks

The Vera Project is a non-profit music and visual arts venue offering affordable all-ages musical performances and experiential learning opportunities for creative expression.

They needed a cohesive and consistent brand identity that reflects their character and their commitment to building community through music and art.

Through extensive research, site visits, interviews and creative workshops I honed in on three adjectives — Creative, Empowering, and Inclusive — that, taken together, conveyed a sense of their character and provided a foundation for the brand’s visual identity.

Next, I developed these characteristics into tonal territories that further defined how the brand communicated visually through type, line, patterns, textures, imagery, and color. 

Drawing heavily from the Creative and Empowering tonal territories, my concept establishes Vera as a place where people can express themselves  — a place where people can Make Some Noise.

Logo Development
The Vera logo is based on the idea that Vera is defined by the creativity and passion of the artists and musicians that create and produce art within its four walls. To communicate this, the logo is built from abstract shapes that can be filled with an infinite range of colors, patterns, and textures. The letters themselves are revealed by the negative space between those shapes.

In this way, Vera is a container for the creativity of the people they serve.

The resulting brand was executed across a wide array of touchpoints including an identity suite, website, merchandise, posters, and a brand guidelines book.

© 2020 Adam Smith