Deyet Tax & Accounting was built around a simple gap: clients were tired of big-name firms that felt transactional, but still wanted professional-grade expertise they could trust. The brand needed to reflect what Deyet already stood for, personal and attainable service, with the convenience of a modern, online-first experience.

Visually, the inspiration leaned toward financial brands that feel clear, calm, and digital-forward. References like Taxfyle and H&R Block’s online experiences helped inform the tone: confident, accessible, and built for people who want clarity without friction.

Located on Hollywood Boulevard, The Fonda has hosted generations of artists, from The Rolling Stones to Radiohead, and remains a staple of the Los Angeles music scene. The opportunity wasn’t to redefine the venue, but to support and elevate a brand that already carries deep cultural weight.

The challenge was to modernize the brand without losing trust. Deyet needed a logo refresh, a clear identity system, and a new website that made services easy to understand and easy to start, especially for clients working fully online.

The work had to balance warmth and credibility. It needed to feel professional, not corporate. Digital-first, not sterile. Every element, from typography to color to layout, had to support an experience that feels organized, transparent, and human, while scaling across web, social, and future client touchpoints.

The refresh delivered a clearer, more modern identity and a website designed around usability and confidence. The updated system supports Deyet’s positioning as a convenient, on-demand tax and accounting partner, while keeping the brand approachable and easy to navigate.

The new look and feel created a foundation that can scale beyond launch, with a style guide and assets designed for consistency across services, seasonal campaigns, and ongoing content.

The updated system rolled out across social media, on-site posters, and the website, creating a more cohesive and recognizable experience for fans and artists alike. By tightening the visual language and aligning key touchpoints, the brand felt more intentional, consistent, and ready to support the venue’s ongoing programming.

The result was a refined identity that honored the past while moving the venue forward, reinforcing The Fonda’s place as a trusted and iconic destination on Hollywood Boulevard.

Early reception praised the venue’s “industrial chic” aesthetic and standout sound quality, avoiding the echo-heavy feel common in warehouse-style spaces. From a business perspective, Globe Iron filled a critical gap in Cleveland’s live music ecosystem. Under AEG Presents, the venue became a stepping stone for artists outgrowing smaller rooms but not yet ready for large amphitheaters.

With a target of roughly 150 events per year, Globe Iron appears to be meeting demand, drawing mid-sized tours to Cleveland and strengthening the city’s position against neighboring markets. The brand helped establish credibility from day one, giving the venue a clear identity that felt rooted, flexible, and built to last.

Art Director / Designer

• Led branding and logo refresh to modernize the identity while reinforcing trust and approachability

• Developed the core visual system including typography, color palette, and brand applications

• Designed the website experience to improve clarity across services and increase ease of getting started

• Built and art directed the style guide to ensure consistency across digital and marketing touchpoints

• Partnered with marketing stakeholders to align the brand with business goals and customer expectations