The Vue’s brand refresh was crafted with their most important feature in mind–the view. 

Between the linear and triangular architecture and the spectacular view of the golf course’s rolling hills, The Vue has a lot to showcase. We refreshed the current V mark by adjusting the amount of lines and creating a responsive system to allow for better usability across multiple touchpoints. Considering the view has multiple different offerings, we crafted a facet system with corresponding icons. Rather than naming these facets “___ at The Vue” we phrased them to feel more immersive–such as “Golf The Vue” and “Dine The Vue”. The icon system was created in a simple and linear style, nodding to the linear structure and architecture of the event space. A linear grid system guides your eye across brochures, the website, and other collateral items, bringing structure into the brand and reinforcing the integrity of the architecture. Overall, we developed a structured, clean, and luxurious brand refresh parallel to The Vue’s company remodel. 

Studio: Box 8 Creative
Co-Designer: Kellie Pcolar