Fletcher H. Maffett
Brand Senior Art Director and Creative Director
A brand refresh, plus the development of a new identity design system
Spring 2024
Brief
BV International Management is an investment group whose mission is to generate long-term capital appreciation by purchasing digital royalties from the entertainment business in markets that are difficult to price and/or inefficient. There’s a lot of it out there.
Their existing presentation wasn’t terrible—it didn’t have the gusto they knew they would need to be seen or recognized.
Caveat—I had just under two and a half weeks to deliver everything from concept to completion.
Their original logo
Solution
I decided to create something that was bold, contemporary, and something that would stand out amongst their relatively stiff competition (think Round Hill Music, The Music Royalty Co., and Hipgnosis).
Plus, I wanted it to be edgy and take on an entertainment industry vibe—colorful and rhythmic—with factoids that would be captivating and memorable. It would also have to be informative on both BVI as well as the digital royalty industry.
According to my client—
”Wow, you really knocked this out of the park! This exceeds anything we were expecting!”
The design process
You have to start somewhere.
final logo design
Color system
DESIGN SYSTEM
Above is a design concept study I created to see if the design elements would work together with the brand design system reversed out of black, as I had envisioned it. Click to enlarge.
STATIONERY PACKAGE
The business cards are designed to carry the tempo of the summary and presentation with printing on both sides. Here, we also catch a glimpse of the alternate BVI logo, which appears on the common reverse side of all cards.
promotional one sheet
After the logo was finalized, this was the first component I worked on. There’s a lot of information here and that would allow me to experiment some and get into the rhythm of how the presentation would be shaped.
PRESENTATION
I designed and produced The above work for BV International as the Creative Director for Alpha Lab Creative.
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