The Emerald
Naming
Branding
Logo Design
Collateral Design
Website Design
Tools: Illustrator, Figma, Photoshop
The Emerald is a San Francisco music venue that brings acts from across all genres together in one beautiful, mid-century-inspired space.
Based on a nickname often given to SF for its spectacular skyline — The Emerald City from The Wizard of OZ — I wanted to infuse The Emerald with personality and vintage flare. The logo needed to be fun and approachable, and I had the perfect typeface in mind: Redondo Ave from Hoodzpah Foundry. “Like Jennifer Coolidge, [Redondo] has an extravagance that’s simultaneously down to earth.” Perfect! With this in mind I began sketching different gemstone shapes and got to work fleshing out how the typography and emerald shape could work together across applications.
I designed alternative logo options for future applications such as signage, menus, and merch items.
The color palette and type were selected with accessibility top of mind. I wanted to make sure I had a palette with enough contrast for legibility and room to play in future illustrations.
The icons and patterns were created for the website and quickly found their way into printed collateral to showcase the brand's personality.
The venue will have a prominent bar component so I decided to create double sided coasters and a matchbook for guests.
I built a happy hour cocktail menu to compliment the coasters. I modified the diamond pattern because the light blue and emerald green look so nice together.
Press/VIP ID badges.
The home page was one of the most successful of the pages I designed. The brand and purpose are front and center with a punchy image to capture attention.