The audience spans generations. Longtime locals who’ve been attending shows for years mix with younger fans discovering live music in an intimate setting. The opportunity wasn’t to redefine The Norva, but to refresh how it showed up visually, giving the brand a cleaner, more confident presence while staying familiar to the people who already love it.

The challenge was to refresh The Norva’s identity without losing what made it familiar. The goal wasn’t a redesign from scratch, but a thoughtful evolution that respected the venue’s history and long-standing recognition in the community.

As part of a small, collaborative team, I led a logo refresh that intentionally retained the original typeface, preserving its retro character and historical ties to the venue. The work focused on refinement rather than replacement, tightening proportions, improving legibility, and modernizing the mark while keeping its personality intact.

From there, I worked closely with the venue’s marketing lead and a developer to extend the refreshed identity into a simple, functional website. The site prioritized clarity and ease of use, making it quick for fans to find shows, access tickets, and stay connected to the venue.

Every decision was rooted in practicality, ensuring the brand felt current without disconnecting from the loyal audience that had grown with it.

The refresh delivered a more confident and consistent brand presence while staying true to The Norva’s roots. By keeping the original typeface and retro tone intact, the updated logo felt familiar rather than disruptive, reinforcing trust with longtime fans.

The new website provided a cleaner, more accessible digital experience that supported the venue’s day-to-day needs. Together, the logo refresh and site launch helped The Norva present itself with renewed clarity while maintaining the authenticity and history that define it.By reinforcing consistency and honoring the venue’s heritage, the brand continued to support an experience that feels intentional and memorable. The Mountain Winery remains a destination where music, celebration, and community come together in a setting that feels both timeless and personal.

Art Director

• Led a logo refresh that preserved The Norva’s original typeface and retro character

• Refined typography and proportions to improve legibility and consistency

• Established the updated color palette to modernize the system without losing familiarity

• Quickly reskinned the website to match the approved style guide and refreshed identity