Goals

Develop a complete visual identity and branding system for *Vision House*, a community-driven bar and creative space, with a focus on flexible visual language that reflects the venue’s personality and interior aesthetic.

Contributions

Led a comprehensive branding project for Vision House, treating it with the depth of a larger client engagement. Created a full brand system including primary and secondary color palettes (blues, greens), and formatted palettes across CMYK, RGB, and HSB spaces. Defined primary textures such as wood grain, plants, stone, and plaster to align with the venue’s physical space. Selected and recommended typography pairings: Open Sans for body and Espresso for headings.

Designed a range of logo concepts, centering on the motif of an eye — inspired by the venue’s name and its interior color palette. Explored diverse treatments: stained glass-inspired looks, painterly handmade text, triangle-based geometric eye forms, and playful optical treatments with eyes looking in multiple directions. Produced a variety of logo lock-ups (vertical, horizontal, circular). The final chosen logo features a friendly, colorful wordmark with eye motifs replacing the O’s in *Vision* and *House*.

Delivered visual assets and guidelines to support further use, including applications across signage, flyers, website design, and in-bar aesthetics. Ensured cohesion between the visual identity and the overall brand experience.

Outcomes

Provided Vision House with a rich, flexible visual identity that continues to shape the look and feel of their space and communications. Supported brand rollout across signage, print materials, and digital platforms. Helped position Vision House as a welcoming, creatively distinctive venue within Baltimore’s community landscape.