Von
Brand Identity, 2022
Skills: Creative + art direction, copywriting, graphic design.
WARNING:
The following content is sacreligious. Enjoy at the risk of burning in hell.
In 2022, I collaborated with Brooklyn based performer, producer, and singer Von. Our goal was to fuse the facets of her identity as an artist, communicating her values, missions and passions. Her branding required a fusion of her many facets. Borrowing references from the Catholic church with a provocative, modern edge and her signature sporty twist.
The “Von” ecosystem is comprised of three main focuses, a.k.a. the
“Holy Trinity of Von”:
Rebellion, Provocation, and Power.
The Mission
At the core of Von's mission is the belief that creative expression is the most powerful tool we have for empowerment and societal change. Through her music and creative projects, she aims to disrupt social norms, celebrate vulnerability, and empower listeners to embrace their duality. Von prioritizes community building while fusing art and technology to challenge the status quo of immersive experiences. In doing so, she helps push her collaborators’ boundaries of creativity, yielding innovative, new experiences for their collective fan bases. Her goal is to bring both her work and her community members with her to the forefront of pop culture. Her values of authenticity, creativity, and empowerment guide everything she does, from her music to her collaborations and social activism.
Brand Voice
Von’s brand voice is one of boldness, courage and audacity. She is a voice for those who refuse to be silenced or confined by religion and the patriarchy. By embracing both her masculine and feminine energies, she fearlessly blends the full spectrum of emotion in her music to produce a powerful sound that is both powerful and relatable, validating her listeners' experiences in the process. Drawing on her traditional, religious upbringing she utilizes ironic, deadpan and provocative statements in her work to push forward her mission.
The Von Logo
The cross positioned at the center of the "O" is dichotomous, mirroring Von's duality between surface and shadow aspects. The logo can be inverted 180 degrees and still form the readable word "VON." However, this reversal also symbolizes her rebellion against her religious upbringing by turning the cross upside down.
Typefaces
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Styling and Apparel
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This moodboard marries the 3 predominant Von motifs: clergy collars, bondage attire, and sportswear.
Bondage inspired pieces are predominant in the style guide, especially since kink attire is encouraged at all of her live events. Tight leather and risky cut-outs merged with high collars and short cap sleeves playfully transform traditional Catholic garment silhouettes. Sporty designs like racerback tops, padded shoulders, and creative straps blend athleticism with her edgy style. Incorporating chrome pieces into the apparel color palette mirrors Von’s Teflon-like personality.
Face and Hair
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Von's hair and makeup reflect the essence of "blood, sweat, and tears," drawing inspiration from her intense dedication to her craft. Her makeup features a dewy complexion, accentuated by a smudged, smokey eye, evoking the raw, intense energy of her performances. Complementing her on-stage vigor, her hair boasts a "wet look" that captures the appearance of sweat while maintaining its resilience throughout her exhilarating performances on stage.
