Veracity

2022 was the year of the Renaissance (word to Beyoncé), with brands and individuals alike craving a fresh identity—Veracity included. Our brand evolution wasn’t just about aesthetics; it was about creating a look and feel that embodies who we are—bold, welcoming, and deeply people-centered.

‍

I had the exciting challenge of expanding the brand’s identity system, revitalizing its social media presence, and designing custom apparel and swag for our team. Every design choice was made with intention—to not only stand out but to invite people in. The goal? A refreshed, dynamic look that reflects our energy, our values, and the people who make Veracity what it is.

‍

To bring Veracity’s identity to life, we started with a color palette refresh—keeping the original brand colors but making them more vibrant and energetic. We introduced Volt (a highlighter yellow) to inject a bold, electrifying edge that would set the brand apart. To add visual interest and playfulness, we incorporated geometric shapes, affectionately called 'fizz.' These elements were used to ground design components, fill white space with floating accents, or frame photography, giving everything a dynamic feel.

‍

The result was a brand that felt bold, friendly, and people-centered—showcasing our 'big 4' capabilities with the approachable, close-knit vibe of a small shop.