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Proud to share the mini-guidelines for Veluz, a sunglasses brand targeting the US, EU, and UAE markets. The identity centers on a "Modern Old Money" aesthetic, a trend that demands sophistication without the noise.
Key Design Elements:
The Monogram: A sharp, "V" focused icon that doubles as a symbol of precision and luxury.
Typography: Clean, wide-kerning sans-serif to ensure legibility across digital storefronts and physical embossing.
The Palette: A high-contrast pairing designed to look stunning on both matte packaging and premium ad creative.
Nice work!
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I was on a call with the owner of a major architecture firm in New York.
The founder spent the first 20 minutes talking about their philosophy and abstract concepts.
He was looking for a way to capture the soul of a space in their projects. They had a problem with the agencies they worked with. They'd spent large budgets only to receive logo proposals with stylized ancient temples, roofs, or building parts.
They hated this literal approach.
Architects and technical professionals often communicate conceptually. When this happens, it's better to bring the conversation back down to earth. So I shared my screen and showed him the identity I designed a few years ago for Emme.
Emme is an Italian 3D architectural rendering studio I created the visual identity for. I showed him the action built into the typography. The letters are made of pixels simulating a render's calculation process.
It's an approach that conveys deep abstraction without relying on trivial symbols.
The founder suddenly stopped and said: "You managed to show what they do in a single word."
That was exactly what they were looking for.
Seeing that logotype was enough for him to understand I could turn an abstract idea into specific typography. The company's action and soul made visually tangible.
Trust clicks the second a client realizes you can translate their philosophy into a visual system that works.
This looks clean and well thought out. How long did it take you to bring everything together?
How good is Claude Design as a brand designer?
I love Claude but this experiment is the perfect example that AI is way better at refining, implementing, and building on ideas than it is at actually coming up with strong visual direction on its own, even with a strong strategy deck. Especially in branding.
AI doesn’t have great taste (sorry, someone had to say it 😅 ) so without clear references or visual guidelines, the outputs feel very generic and a lot of the time...well, cheap or outdated.
It can understand words like “hydration” and “performance.”
But it doesn’t understand the feeling the brand is supposed to create.
And branding is literally about building a world people want to belong to.
Would you let Claude Design do your branding?
A logo… or the beginning of a bigger story? This project for Hippo & Muskrat Press became much more than just a logo design. Here’s a look into the process behind the visual identity
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