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Vellum

Increasing quality leads through a more contextual conversion experience

Art direction

CLIENT

Vellum

YEAR

SERVICES

Art direction

INDUSTRY

Publishing

Overview

Vellum is an independent publishing house focused on architecture, photography, and contemporary culture. The identity brings together its growing catalogue through a clear editorial system designed for both print and digital.

Vellum is an independent publishing house focused on architecture, photography, and contemporary culture. The identity brings together its growing catalogue through a clear editorial system designed for both print and digital.

The challenge

Each publication needed to retain its own character while still feeling part of one recognizable collection. The brand also had to translate naturally from tactile printed editions into a modern digital experience.

Each publication needed to retain its own character while still feeling part of one recognizable collection. The brand also had to translate naturally from tactile printed editions into a modern digital experience.

Approach

A precise grid, oversized typography, and a vivid cobalt blue accent create the foundation of the identity. Full-bleed photography, restrained layouts, and tactile paper details give Vellum a distinct visual rhythm without overpowering the work it publishes.

A precise grid, oversized typography, and a vivid cobalt blue accent create the foundation of the identity. Full-bleed photography, restrained layouts, and tactile paper details give Vellum a distinct visual rhythm without overpowering the work it publishes.

Key Decision

How much information should we ask for?

Expanded

More vehicle and contact preferences

Benefit: Richer lead information
Risk: Higher submission friction

Balanced

Core information needed to establish intent and contact

Benefit: Useful context with reduced effort
Risk: Less detail for dealer follow-up

Simplified

Minimum information necessary to begin the conversation

Benefit: Lowest barrier to submission
Risk: Less qualification upfront

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