Velvet Serenata — Brand Identity for an Upscale Music Experience
Velvet Serenata is a refined musical experience crafted for high-end events, where sophistication meets soul. The brand needed to evoke the timeless elegance of a vintage Italian soirée—effortlessly cool, sultry, and transportive—while also infusing a lush, tropical warmth reminiscent of Caribbean nights.
Final Logo
The logo design balances old-world charm with modern simplicity. Inspired by mid-century type aesthetics and classic signage, it brings a sense of romance and nostalgia while maintaining a clean, contemporary edge. The result feels both timeless and tailored—perfect for luxury events with personality.
Design Process
The design journey began with exploration into cinematic inspirations, iconic crooners like Frank Sinatra, and Mediterranean visuals. Mood boards and palette studies shaped the brand’s voice. The final identity captures the feeling of being serenaded under string lights, where timeless music meets curated elegance.
Color Story
The palette draws from vintage Italian coastal towns: warm terracotta, deep olive, cream, and hints of sun-washed coral and sea blue. These tones evoke aperitivos at golden hour, breezy linens, and the glow of candlelight—creating an atmosphere of understated luxury with a tropical twist.
Typography
The type pairing features an elegant serif with soft curves and a sans-serif that lends balance and versatility. This contrast reflects the brand’s dual identity: classic yet fresh, upscale yet inviting.
Key Achievements:
Logo Transformation: Successfully converted the outdated pixelated logo into a modern, crisp, and scalable vector format, ensuring a polished and professional representation of the Hollis brand.
Special Events Collateral: Designed compelling and eye-catching collateral for special events, contributing to the brand's presence and impact during key occasions.
Internal Documentation Redesign: Overhauled internal documentation to enhance readability, visual appeal, and overall user experience. The redesign not only improved communication within the organization but also reflected a cohesive and sophisticated brand image.
