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Vala

Vala is a musical theater streaming platform and production company on a mission to reimagine the way Broadway musicals are incubated. Vala required assistance defining their brand and establishing a digital presence to attract fans, talent, and outside investors.

Designed at 829 in collaboration with Madeleine McMichael and Tony Pham

White Vala wordmark on a deep purple and blue gradient background
White minimalist illustration displaying the Vala app icon and all devices on a deep purple background
White V monogram on a deep purple and blue gradient app icon with a navy background

Brand Identity

The Vala wordmark is comprised of art deco inspired  letterforms with a humanist touch, while the app icon consists of a simple V symbol that matches the angles of the Vala wordmark.

Electric Blue

Deep Purple

Night Navy

Black Europa Bold type specimen on a white background for Vala

Europa Medium

Black Europa Regular type specimen on a white background for Vala

Europa Regular

White 'Musical Theater. Reimagined' on a off-broadway image to convey the Vala brand positioning
Happy woman with headphone watching a Vala muzi on her laptop while lay on her bed
Close-up shot of a laptop with a sticker of the Vala app icon
Denim jacket displaying an enamel pin of the Vala app icon
Cropped hoodie displaying the Vala wordmark
Electric blue Vala icon set on a white background

Website Design

The identity system is activated with Vala's online experience. The dark color scheme and subtle gradients imitate the mood of an actual theater while the type hints at art deco typefaces designed in the 1920's.

Desktop 'Homepage' for the Vala website
Desktop 'Education' landing page for the Vala website
Desktop 'Education Detail' page for the Grazy website
Desktop 'Blog & News' page for the Grazy website
Mobile 'Homepage' for the Vala website

© Dan Fleming