World Art Group’s existing brand did not fully reflect the creative depth of its artists or its potential within the premium art and hospitality market. The challenge was to develop a brand story that could align with both targets. The identity needed to hinge at the intersection of true, cutting edge artistry, and viability in commercial hospitality. So I created a narrative that played on the duality of the intangible (art) with the tangible (hospitality spaces). Art became the sixth sense—an otherworldly vessel—while the limitless future we hoped to carry it into became the void. Read more specifics about the creative manifesto and visual language I developed around this narrative in the photo galleries below.

1. Research & Discovery: I led a research phase in Richmond, touring artist studios to understand the interior heart of the brand. To start, I coordinated a Google Brand Sprint with senior stakeholders to define core values and positioning.

2. Strategy Development: I translated these findings into a brand manifesto, which guided all naming and identity work. Recovering from a first round of naming disagreement, I adjusted to a structured voting process that shifted decision-making away from personal preference and toward alignment with the manifesto, ultimately leading the team to the name Vessel & Void.

3. Visual Direction: I created three identity directions through moodboards and narrative positioning tied to the strategy. The team selected a preferred direction, and I began refining typography and logo inspiration before the project was paused.