1 | The Project
The Glass Iris is a conceptual heavy-metal music venue based in Minneapolis, Minnesota, designed around a distinctive circular center stage and mirrored glass ceiling. These architectural features create an immersive concert experience, allowing guests to see the performance from every angle and setting the venue apart from traditional concert spaces. The goal of the project was to explore the brand from the ground up, connecting its unique architecture, brand goals, and market research to develop a final identity and brand system that felt distinctive to its audience.
2 | The Strategy
Through extensive marketing research and creative exploration, I developed three distinct logo concepts, each capturing the venue’s bold, atmospheric personality. The process included defining the brand’s positioning, developing its visual language, and producing a printed brand spirit book to establish a cohesive creative direction.
3 | The Impact
The final identity evolved into a cohesive brand experience, brought to life through a comprehensive digital brand standards website and a corporate social responsibility campaign. The completed system established a distinctive, versatile identity that unified the venue’s visual presence while extending its purpose beyond the music.
Selected Works
Twin Ports DermatologyComplete Graphic Design & Marketing
The Glass IrisBrand Identity
Duluth PackPremium Catalog