Introduction

Laveer needed a visual language that communicated their style and approach to prospective clients before collaboration began. The nomenclature had to blend the owner’s respect for analog methods, their reverence for maritime enchantment, and their acute, emotional awareness. It didn't take very long for me to realize that Laveer’s care for craft was exceptional; instead of looking for shortcuts and cheats, they’re committed to practice and process.

From choosing the right film, camera body, and lens, to developing the resulting film in studio, they make sure each unique image tells a lasting story. My dad once noted that "great design appears timeless regardless of its time"; that very spirit was evident in this studio as well. It was my job, then, to help them "laveer," to sail headfirst into the wind.

The Challenge

Combine two of the studio’s favorite design era inspirations into a single, harmonious identity and create a website they could easily update and manage.

Key Considerations

Nomenclature

Selecting a name that represents and illustrates the studio’s creative values.

Aesthetic

Infusing the brand identity with the studio’s medium and style.

Layout

Aligning digital and print materials to maintain a consistent visual rhythm.

Scalability

Designing assets the studio can update and manage independently.

Solution

Logo & Typography

One priority of Laveer’s work is preserving the tactility of historic tools, so it’s visual voice needed to reflect that. It needed to make a way for both Victorian romance and Mid-century minimalism. It's both sturdy and delicate; both elevated and accessible; both wax seal and gas station signage.

Wooden handled wax seal stamp with a brass seal imprinting the letter L on a red wax seal on a white envelope.

Typography sample showing Sackers Gothic Std Medium font in uppercase, lowercase and numbers on a black background and Garamond font in uppercase, lowercase, and numbers on a white background.

Color

When choosing the palette for Laveer, it was imperative to consider the emotional impact of vibrant hues. Because it can be boisterous and confident, I needed to choose a red with an approachable warmth. Combining this red with a subtle cream resulted in a bold yet inviting amalgamation.

Web & Print Design

I kept Laveer’s site as simple as possible, allowing their work to do the talking and creating a layout they could update with ease.

Project proposal brochures serve as a visually cohesive way to describe to prospective clients what it would feel like to have Laveer’s lens tell their stories.