THE VELVET MEASURE

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CASE STUDY / 01 / CONCEPT IDENTITY

Independent Concept

SELF-INITIATED

Hospitality · Brand identity

2026

THE VELVET MEASURE, original identity cover artwork

A PLACE YOU CAN HEAR.

IDENTITY WORLD / ORIGINAL CONCEPT

An atmospheric presentation introduces the identity. Below, the original mark, typography research and application mockups document how the concept developed.

SEE ORIGINAL WORK ↓

THE ORIGINAL COMPOSITION · PRESERVED

01 /

THE IDEA / THE PROCESS / THE PROOF

A place you can hear before you enter: an imagined cocktail lounge where music, taste, and after-dark atmosphere share a visual language.

THE CONCEPT

The musical note becomes part of the wordmark, tying the name to its sonic world. Deep burgundy, espresso, and warm metallic hues create a nightlife identity with both intimacy and theatricality.

MY ROLE

Creative concept · Typography customization · Brand palette · Identity exploration · Applications

THE PROCESS

I compared typography treatments, then hand-modified the musical note in Photoshop to work with the letterforms. I explored palette relationships and logo variants before applying the direction to menus, signage and presentation mockups.

STATUS & OUTCOME

A cohesive, self-initiated hospitality identity proposal with visual explorations and mockup applications. Physical fabrication and a public launch are not presented as confirmed.

DESIGN DECISION / FROM SOUND TO FORM

THE NOTE IS THE SIGNATURE.

The musical note was not added as decoration. I reshaped it in Photoshop and worked it into the lettering so the name could communicate music without relying on a separate icon. Burgundy, espresso and warm metallic hues carry that idea into a late-night visual world.

TYPE EXPERIMENTATION / CUSTOM MARK / ORIGINAL CONCEPT

ORIGINAL ARTWORK / WORDMARK + COLOR EXPLORATION

CREDITS / THE TEAM

MADE
WITH.

Creative concept & identity design

Yazming Ross

DESIGN EVIDENCE / ORIGINAL STUDIES

Identity explorations and illustrative mockups; third-party elements require credits.

The Velvet Measure identity displayed across menu and collateral concept mockups

01 / IDENTITY APPLICATIONS — CONCEPT MOCKUPS

Early typography study labeled Blue Note Café, displaying alternate type treatments

03 / EARLY TYPE RESEARCH — BLUE NOTE CAFÉ STUDY

05 / ATMOSPHERE — EDITORIAL PRESENTATION

02 / WORDMARK + PALETTE — DESIGN SYSTEM

04 / STOREFRONT SIGNAGE — CONCEPT MOCKUP

06 / NIGHTLIFE MOOD — CONCEPT PRESENTATION

01 / IDENTITY APPLICATIONS — CONCEPT MOCKUPS

02 / WORDMARK + PALETTE — DESIGN SYSTEM

03 / EARLY TYPE RESEARCH — BLUE NOTE CAFÉ STUDY

04 / STOREFRONT SIGNAGE — CONCEPT MOCKUP

05 / ATMOSPHERE — EDITORIAL PRESENTATION

06 / NIGHTLIFE MOOD — CONCEPT PRESENTATION

PROJECT NOTE

Independent hospitality identity concept for an imagined venue. Mockup imagery is illustrative; no client commission, physical fabrication, venue opening or public launch is claimed.

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