A brief preview of the visual identity for an interior design agency that I've been working on recently.

When Maison Vérité approached me, they wanted a visual system that felt just like their interiors (architectural and deeply intentional) The concept was inspired by the keystone, the central stone of an architectural arch that holds the entire structure together. Just as the keystone gives purpose and stability to the arch, Maison Vérité gives meaning to the spaces they shape. If you look closely, the symbol also subtly intertwines the initials “M” and “V,” merging Maison and Vérité into a harmonious form.

Fellow designers and strategists, what do you think of this visual direction?

Cool

A New York-based founder of a large real estate consulting agency asked me to work on his rebrand. He didn't want the look of a traditional agency. He wanted to convey the aesthetics and exclusivity of an ultra-luxury hotel. His budget was $2,000 for "just a little logo touch-up". But there is a misconception behind requests like this. You don't get premium market positioning with just a simple logo tweak. Visual authority is built on consistency. If a brand looks "expensive" and reliable, it's because every single touchpoint, from the website to the business card, from the pitch deck to the agency's interior design, right down to the scent of the rooms, speaks the exact same language. Taking an elegant logo and slapping it on an amateur website won't make you look like a luxury brand. That’s why when I get these requests, I am brutally honest about the result they will get. We can design a great logo, sure (and I love doing it). But an isolated logo will never justify the premium rates you ask of your clients. To position yourself at the top, you need a complete and cohesive system.

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