what the client received:

what the client was looking for:

how we approached the project:

Building on the foundation:

crown point venues

Thought Branding Package

• Comprehensive Brand Guide
• Full logo suite (primary, secondary, logo mark)
• Color Palette
• Typography
• Brand Patterns
• All final files delivered in SVG, PNG, JPG, PDF, and EPS

The client was looking for a brand and stand out logo for their large venue that was being developed. The location itself, called Crown Point Venues, but the company and the board didn't want something obvious or too whimsical. They were looking for a clean brand that would capture the regal feeling of the venue tying to their existing projects, In Concert Sierra and Sierra Master Choral. 

From the beginning, our approach centered on restraint, intention, and legacy. Crown Point Venues needed a brand that felt elevated and enduring, able to stand alongside In Concert Sierra and Sierra Master Choral without feeling obvious or overly literal.

The executive director wanted to retain the royal purple long associated with In Concert Sierra. Rather than replacing it, we expanded the palette with complementary tones that carried the same sense of refinement and gravitas, giving the brand depth and flexibility while staying rooted in familiarity.

Instead of leaning into overt venue or crown imagery, we focused on capturing a sense of quiet regality. The identity needed to reflect the scale and significance of the space while remaining composed, timeless, and adaptable.

To explore this, I developed two brand directions and created a comprehensive brand guide for the primary option to show how the identity would function as a complete system. The response was immediate. The first version resonated instantly and was approved on the spot, confirming we had struck the right balance of legacy and clarity.

With the direction established, the focus shifted to translating quiet regality into a refined visual system. The logo was designed to feel architectural rather than literal, relying on balance, proportion, and subtle symmetry to reflect the scale, presence, and composure of the venue without becoming ornamental or whimsical.

The royal purple palette served as an anchor, carrying forward the legacy of InConcert Sierra, while supporting tones were introduced to add depth and cohesion across applications. Clean, composed typography complemented the structure of the mark, ensuring the identity felt timeless, confident, and highly legible across signage, programs, and digital spaces. Together, these elements create a brand that feels intentional, enduring, and worthy of the performances held within the space.