An original experience concept and venue that I envisioned, built, branded, and launched within one year.

From a blank slate to a fully realized brand and immersive environment, I led the project from initial concept through launch—creating the name, defining the brand, designing the space, developing the experience, and overseeing the operational details required to bring it to life.

The Velvet Lounge is more than just a cocktail lounge, it’s a fully immersive speakeasy with an immaculate vibe. High level events were planned and curated with intention, and the entire brand was cohesive. From a provocative launch including enticing imagery, to consistent social media programing, in person marketing, and community focused events, specialty cocktails, and vivid entertainment, The Velvet Lounge very quickly became, the place to be.

Naming & Brand Development

I named The Velvet Lounge and developed the brand from the ground up. From there, I developed the brand personality and creative direction, establishing a visual and experiential language that could translate across the physical environment, digital presence, marketing, and customer experience.

Creative Direction

• Brand identity and visual language

• Environmental and spatial design

• Signage and physical brand expression

• Marketing and promotional materials

• Social media presence and content direction

• Customer touchpoints and guest experience

• Programming and activation concepts

• Photography and visual content

• Brand consistency across channels

Designing the Space

I developed the aesthetic, layout, atmosphere, visual details, and experiential elements that transformed the blank space into The Velvet Lounge.

I also led the practical work required to take the concept from an idea to an operating destination. This included overseeing implementation, managing timelines and resources, and navigating the operational details required to launch.

I worked across creative, marketing, operations, and execution to ensure that the original vision survived all the way through launch.

Building the Audience

I supervised launch strategy and led social media and content teams, ensuring that the marketing presence reflected the same personality and visual world audiences would encounter in person.

The Launch

In less than a year, The Velvet Lounge went from a blank slate to a functioning, fully branded destination.

Concept → Naming → Brand Strategy → Identity → Space Design → Experience → Marketing → Operations → Launch