the rebrand
After 3 years of working at Venue Industries, I rebranded the company, creating a new logomark, typography, brand style guide, voice, iconography, primary & secondary color palette, and a comprehensive report on the target audience.
Rebranded Logo
I wanted to keep the familiarity of the previous logo by focusing on the letters ‘v’ and ‘i’ for ‘Venue Industries’. Since Venue Industries is a commercial furniture company that builds custom furniture, I was influenced by the way the CNC machine cuts wood frames. I created a deconstructed ‘i’ that fits flush with the ‘v’ and opted for a simple, yet bold sans serif that voices an industrial, futuristic mood while maintaining a timeless aesthetic. See the old logo featured in the work below.
Brand Color Palette
Keeping the main two primary colors the same, I added a darker gray and a light gray to sprinkle in diversity. The primary colors are very masculine and I felt they would get a tad boring from overuse so I created a secondary color palette that adds more playfulness and creativity to the brand personality.
A collection of graphic design work for print.
Commercial Furniture Lookbook Design
I designed a 64-page lookbook showcasing product imagery and commercial furniture installation photography. I took inspiration from Bauhaus design and the modular nature of the company’s furniture products to design the cover graphic.
View the full lookbook design here.
Company Business Cards
I designed embossed, matte business cards for Venue Industries.
Trifold Brochure Design
Utilizing the Bauhaus design aspects, I designed this trifold brochure for to showcase product imagery, unique selling points, services, industry expertise and explain the custom design journey.
Commercial Showroom Map for NeoCon
I designed a map of the Venue Industries furniture showroom in the Merchandise Mart. This map was for NeoCon 2024.
Brand Collaboration Design Competition
I helped create a brand activation for NeoCon, which is one of the largest annual gatherings for the commercial architecture & design community. The goal of the Mayer Fabrics x Venue Industries Sketch Competition was to drive traffic to our showroom in the Merchandise Mart during NeoCon, while increasing engagement via user-generated content on social media. Working with Mayer Fabrics, a commercial textile manufacturer, we orchestrated a competition where NeoCon attendees could sketch a custom furniture design and pick a fabric for a chance to have their design built for them.
Here are some KPIs from the competition:
👀 5,568 Impressions on Social Content for the Competition
👥 259% Increase in Net Followers on Social Platforms
📩 500% Increase in Messages Received on Instagram
👀 354% Increase in Impressions on Instagram
🤳 63 QR Code Scans to Landing Page
✅ 419 Votes on the Competition Finalists on Website
✏️ 126 Sketch Entries to the Competition
Direct Mail Campaign
The Venue Industries ‘V’ Is For.. Box Campaign is a direct mail campaign targeting commercial furniture dealers and A&D firms.
This branded box includes a Mini Beanbag Phone Holder, a customizable wood ‘V’ that can be decorated for a contest, a look book and a To-Do List Pad. This campaign was in collaboration with Mayer Fabrics, a commercial fabric company.
I designed the box packaging, an informational insert and the To-Do List Pads. I conceptualized this campaign to encourage engagement and increase brand loyalty & awareness.
Sticker Postcard Direct Mail Campaign
I designed & wrote copy for this campaign featuring a postcard with stickers on the back. Halloween is 1000% my favorite holiday and Venue Industries’ brand colors are orange and dark gray, so the opportunity was too good to pass up.
This campaign targeted A&D firms nationwide.
DIGITAL
A collection of graphic design work for digital use.
Email Campaign Design
A follow-up email design I created for after NeoCon. The email showcases all of the commercial furniture that was released for debut at the convention.
SOCIAL
Content created for social platforms and campaigns. View Venue Industries’ Instagram account here.
‘V is For..’ Contest
I conceptualized, photographed, edited and wrote copy for this social post for the Venue Industries Box campaign. The goal was to create user generated content and build relationships within the architectural design community.
3Form Collaboration
I collaborated with a B2B commercial materials company on the release of a new product. I was tasked with making a social post and two Instagram stories for their latest product. Fortunately, the product release coincided with Pride Month, also known as June, and I took a very colorful spin on it, creating this commercial material flatlay.
Photography
Product photography, portraits and commercial interiors photographed by Rebecca Scott.
VIDEO
A collection of videos I filmed and edited.