The Vera Project Brand Book

Visual Communication & Brand Design
HCDE 508 Final Project, University of Washington | 2012-2013

The Brief

Redesign the visual identity for The Vera Project, a Seattle-based all-ages nonprofit music venue and youth art space. The organization needed a refreshed look that honored its mission of fostering community transformation through collaborative, youth-driven engagement in music and art.

The Challenge

The Vera Project is more than a music venue—it's a screen print shop, recording studio, art gallery, and safe space for radical self-expression. The visual identity needed to reflect this multifaceted, youth-centered mission while remaining accessible and energetic.

What I Created

A comprehensive brand book documenting the complete visual system refresh for theveraproject.org, applying everything learned in HCDE 508. The deliverable included typography guidelines, color palette, logo usage, photography direction, and design principles that captured VERA's spirit of creativity and community.

Approach

Synthesized visual communication principles to create a cohesive identity system that balanced professional credibility with the raw, DIY energy that defines all-ages spaces. The refresh needed to appeal to both youth participants and potential donors/partners.

Outcome

Final deliverable for HCDE 508 Visual Communication, demonstrating mastery of brand identity design, typography, color theory, and visual systems thinking.

Course: HCDE 508 - Visual Communication
Institution: University of Washington