Velvet Hammer

Working under one of the largest management companies in the industry, Velvet Hammer wanted to preserve its boutique identity and avoid the stale aesthetic often associated with agencies.

I found a French developer and designer to help bring the concept to life: an office featuring original works by Ed Ruscha, KAWS, and Rauschenberg in place of platinum records, representing a roster that included the first rock band in history to release two albums in one year—both of which reached No. 1.

We made several passes to establish:

• Strong visual pacing, with motion that never felt overwhelming
• Subtle patterns and textures to ground the interface
• An equal or greater emphasis on negative space, reflecting the office’s identity and allowing its success to speak for itself

The management company later signed younger talent, including Code Orange—one of my signings—as well as established artists such as the Smashing Pumpkins. The work helped the company reach a younger audience and broaden its appeal without compromising its boutique character.