“Velocity Black is a global membership community for adventurous and passionate people who want to make the most out of life. A doorway to a world of extraordinary experiences, tailored specifically for you, and available at your fingertips via an app that delivers 24/7, on-demand, personalised service.”
As an app, and a service, Velocity Black had a defined direction and offering. In terms of their brand (both on and offline) and how they visually and verbally communicated this offering they were less clear. As Creative Director it was my job to look at their product, and find the visual tone of voice that would tie everything together. From how the brand is represented at experiential events, to all of their online and digital touchpoints, down to printed collateral.
With a price point of around $3,000/year, but a product aimed at millennials, the main challenge was creating a brand that reflected the luxury end of the market while maintaining an edge to its appeal. Through the use of bold typography and a monochrome palette, contrasted with looping ambient videos and a careful selection in influencers content, the brand has achieved an aspirational appeal to the intended audience. Something that was carried through to print using hand made techniques like singer sewn binding on booklets and gold gilt edging on cards, to ensure every interaction the consumer has with Velocity Black is consistent, and consistently delighting.