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.

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.