Case study · Brand identity

Eversky

A full brand identity for a vinyl listening lounge and bathhouse coming to Boulder, built to help people unplug and connect with reality again.

Role

Brand identity, logo & web

Client

Eversky, Boulder CO

Deliverables

Logo system, site, print

Status

Launching

The brief

Not your typical wellness space.

Eversky is a vinyl listening lounge first and a sauna and cold plunge second. The whole idea is analog: a place built to fight screen fatigue and help young Boulder professionals connect with reality, and with each other, again.

My client didn't want soft and clinical. They wanted something with an edge: mysterious, a little angsty, designed to turn expectations of a wellness brand on their head. Deliberately black and white, deliberately not the overplayed red-and-blue, and grounded in a few pieces of key imagery: butterflies, hands, and symmetry. Simple overall, with complex and delicate details.

Brand personality

A mysterious cool guy at a party.

The clearest brief I got was a character: someone in all black with nice boots and sunglasses, who turns out to be soft-spoken and kind the moment you talk to them. Relaxed, but cool. That single image guided every decision.

Discovery & mood-boarding

Finding the feeling first.

I ran a brand-vision questionnaire and consulting sessions to pin down the mission, the audience, and the feeling, then built mood boards to turn those abstract values into a direction we could both point at. Bold contrast, cool tones, photography-heavy, geometric and structured.

Logo evolution

From a real butterfly to a single mark.

The mark started literal and got braver with every round. I studied real butterfly species, abstracted one into the wordmark, engineered it into a bold geometric emblem, and then stripped it all the way back to a soft, confident butterfly. Each step traded ornament for clarity.

The turn

The geometric mark was good, and it would have been easy to call it done. Then Jamie, my client, named the thing I'd been circling: he wanted something simpler, a mark that still held up shrunk down to an app icon, a favicon, or a stamp on a towel. The intricate emblem looked great at poster size and fell apart small.

He was right, so I went back to the beginning and developed a second identity, reducing the whole thing to a single, gentle butterfly that reads at any size. It was not the comfortable choice, but it was the right one, and it is what we launched.

Refining the second mark

The work is in the millimetres.

A simple mark hides a lot of decisions. Once the butterfly was right, the real work was in the tuning: how close the wings sit to the wordmark, how soft the wing tips are, how wide the centre join reads. I ran the spacing in controlled steps and put the options side by side until the lockup felt effortless.

The final identity

One brand, three forms.

The system flexes without losing itself. The full mark leads, the word mark carries the brand through tight spaces and repetition, and the butterfly alone becomes an icon, an avatar, a stamp. Same voice, different volume.

On the web

Designed and built, then shipped.

I designed and built the brand's web presence in Framer. A live teaser site holds the mood while the space is built out, with an email sign-up wired into the client's marketing platform. Behind it, a fuller experience site is ready to launch, with the bathhouse story, pricing, and booking.

Brand assets

Carried into print.

The identity extended into the first run of printed collateral, including business cards that put the mark in the hand and set the tone before anyone walks through the door.

The outcome

A brand the client truly wanted.

Eversky is launching in Boulder with an identity that matches its character: calm, confident, and quietly mysterious. The work took a detour through a second logo, but the detour is the point. The client got a brand they love, and I got one I'm proud to put my name on.

Reflection

What I took away.

The bravest design move is often subtraction. Reducing the mark to a single butterfly took more conviction than adding detail ever did.

Falling in love with a finished solution is a trap. Being willing to start over is a skill, not a failure, and the client felt the difference.

A clear character beats a list of adjectives. "A cool guy in all black who's secretly kind" decided more than any brand keyword could.

Designing and building the site myself meant the brand reached the world exactly as intended, with nothing lost in handoff.

Want a brand worth starting over for?

Visit eversky.club →