ASYLUM VENTURES
ABOUT
*Unpublished branding project for Asylum Ventures, a new venture firm dedicated to the creative act of building companies.
ROLE
Graphic Designer
GOAL
Develop the firm’s brand identity focused on the weird, artistic nature, and lost art form of creating a startup, in order to visually communicate the firm’s core values of art and human-centered investments and attract like-minded clients.
DELIVERABLES
Brand Identity
Wordmark/Lockup
Icon
Potential marketing graphics
Website Hero Page
Key feedback received after round 1:
Constructive
Too playful, too feminine, client decides that they prefer the site colors to be black and white/monochromatic
They like the idea of the site home page to be a letter, but the typewriter typeface was a little bit too on the nose/too obvious that it is a letter.
Gothic type looked too similar to one of their competitors
Clients were not unified on the graphic aesthetic
What Worked
Client felt positively about the bare-bones and hand-drawn aesthetic of some of the designs, felt very raw and reflected the company’s ideas of turning to authenticity when working with founders and artists
Client felt that the designs were very accessible
Client enjoyed the concept of stamp designs as marketing materials/potential web graphics
Moving Forward: Due to new restricted timeline, client decides that the only deliverables that they want are a word mark and hero page for their website. They want to communicate that the website page is a letter, but they don’t want it o be too obvious. They like the idea of playing around with blackletter typefaces for the word mark and they desire a paper-like feel to the website.
Moving Forward: Due to constricted timeline, the clients decided to proceed with concepts provided by a previous designer. The hero page was revisited by the client for potential use but these were not published. Client felt positively about the concept of an embossed icon for the webpage and would like to revisit, along with other graphic concepts that I had previously proposed. In the end, they enjoyed working with me, but due to their extremely short timeline, my output was not used for publication at launch, but may be revisited in the future.