Creative Agency Branding: Strategic Brand Identity for Velvet Logic
Velvet Logic
About
Velvet Logic is a boutique-style marketing agency where smooth strategies meet sharp execution. Built on the belief that marketing should be just as seamless as it is smart, this Boston-based agency combines a premium and polished approach with bold creativity to craft campaigns that leave a lasting impression. From local ads to global campaigns, every project is infused with a signature blend of creativity and practicality to ensure clients’ businesses stand out in a crowded landscape.
The Goals
When Velvet Logic approached us for their creative agency branding project, they needed more than just a fresh logo. As an emerging marketing agency, Velvet Logic needed a complete brand identity that could communicate their unique positioning in a saturated market. The main challenge was creating a brand that felt both strategically credible and creatively bold without falling into generic agency territory. We needed to develop everything from scratch – including the actual brand name – while establishing a visual identity that could compete with larger agencies but maintain that boutique, personalized feel.
Our aim was to create a sophisticated yet approachable brand that would appeal to business owners feeling overwhelmed with their marketing. The brand needed to communicate both the “velvet” (smooth, premium approach) and “logic” (data-driven, strategic thinking) sides of their methodology. We also needed to establish a comprehensive strategy framework that would guide all business decisions and client communications.
Primary Logo
Velvet Logic needed a logo that could communicate both sides of their approach: the smooth, fun, and premium service (velvet) and the strategic, data-driven thinking (logic).
We designed the wordmark to literally show this balance through asymmetrical color blocking, with the “Velvet” in purple and “logic” in orange. The slightly slanted letters feel unconventional and creative, while the clean, geometric shapes maintain that professional credibility they needed to compete with larger agencies. The result? A logo that immediately shows clients this isn’t your typical marketing agency.
Submark
The knight chess piece is a recognizable iconic mark that represents the brand story even when space is limited. We kept the lines organic but fluid for a smooth personal touch, while still maintaining the precise curves and proportions that are integral to the brand’s logical strategy.
Brand Motifs
After we nailed down the brand name and core values, we started exploring how to bring their “strategic thinking” concept to life across all the brand touchpoints. That’s when chess clicked as the perfect metaphor.
As we developed the collateral, we realized that chess pieces, especially the knight, could become a visual thread throughout the brand.
Business Cards
From business cards to social media graphics, we wove chess into every element of the visual branding. Not only is the chess pattern is immediately recognizable, but it reinforces Velvet Logic’s strategic positioning while feeling premium and playful. Instead of playing it safe, we went for a bold, outside-the-box concept that actually gets people talking about what makes this agency different.
Ad Creative
For their advertising, we wanted to speak directly to frustrated business owners who are tired of marketing feeling like a guessing game. Because chess is a game everyone is already familiar with, the metaphor resonates immediately and feels appropriate for the brand’s playful positioning.
We kept the design clean and bold so it reads from a distance, while the photography reinforces their strategic expertise. The message is clear: stop playing games with your marketing and work with people who actually know what they’re doing.
Website Design
The website needed to feel as strategic and polished as their actual service delivery.
We pulled in those geometric elements and bold colors from the brand identity, creating layouts that feel both creative and credible. Each section guides potential clients through their value proposition without overwhelming them with industry jargon. The goal was making sure business owners immediately understand what Velvet Logic offers and why it’s different from every other marketing agency.
It's Time to Build
Asked & Answered
How long does a branding or website project take?
While timing may vary between projects, most banding or website projects take at least 6-8 weeks to complete. This allows us to take our time creating comprehensive solutions for your biz that will actually move the needle.
Projects are typically scheduled 2-3 months in advance, so reach out to us for a consultation if you’re considering a rebrand or new website.
*Note: If you need both branding and website services, expect an 8-12 week turnaround time.
Do I need branding before creating my website?
The short answer is yes. Before we can create a website that’s consistent with the rest of your brand, you’ll need to have established branding with the following assets:
- Logo Suite (primary logo + variations)
- Color Palette
- Typography
- Style Guidelines
If you need a website but don’t already have branding, we can help. You can hire us to do your branding first with a custom branding package.
If you already have all the above assets from another designer, we can use them to build your custom website with a website package.
Do I need to hire my own copywriter?
Copywriting is typically included in our website packages. However, if you would like to use your own copywriter, we can collaborate with them during the design process instead.
We may also offer copywriting services separately as needed. Please inquire about this service on a per-project basis.
What platform do you use for website builds?
We specialize in WordPress and Shopify builds, choosing the right platform based on your specific business needs and goals.
WordPress is perfect for service providers, content-heavy websites (blogs, courses, webinars), and businesses that need custom functionality and flexibility. Shopify is our go-to for e-commerce focused businesses, especially those with affiliate partnerships, subscription models, or plans to scale their product offerings. Both platforms give us the freedom to create custom solutions tailored to how your business actually operates.
How does payment work?
We collect a 50% deposit before the project begins. The remaining balance is split into two milestone payments: 25% at the midpoint and 25% upon final delivery. Alternate payment plans are also available upon request.
We accept all major credit cards and ACH bank transfers.
How will we communicate during our project?
Our initial meeting will take place via Google Meet. After this, meetings will only be necessary to clarify project details (i.e. revision requests, project approval, etc.).
Generally, all other communications will be sent via email.
Once your project is booked, you will also gain access to our Client Portal. This is where you can see all relevant information related to your project, including shared documents, invoices, contracts, and more.
What file types do you deliver?
You will receive files in the following file formats as needed:
- Logos: SVG, PNG, JPG, EPS, Ai
- Packaging & Print: EPS, Ai, PDF
- Presentations: PDF
- Website Mockups: Figma file, PDF
- Copy assets: Google Doc file, PDF