Portfolio Feature
First Class Valet
The challenge was blending a more modern, elevated look with the sense of foundation and trust that had always been part of the business.
First Class Valet had the reputation, experience, and long-standing presence to back them up, but the brand itself felt behind. As they looked toward larger opportunities in a competitive market, they needed a more polished presence that felt professional, high-end, and established.
The owner had started as a young valet at the company before eventually purchasing it himself. The work was about bringing the brand up to the level of the business — refining how they looked, how they were understood, and how confidently they could show up.
The Project Scope
brand rename
brand strategy
visual brand identity
brand photography
custom website
before
After
Brand Strategy
My strategy process includes local market research, audience and competitor analysis, positioning, brand voice, messaging, archetypes, and concept development. At the center of First Class Valet's brand strategy was the gap between their level of service and the way the brand was coming across, along with a few key differentiators: a long-standing team, adaptability across industries, and a level of polish that helps their clients look good from the first impression on.
I identified The Hero and The Ruler as the guiding archetypes, which led to a concept built around modern utility and heritage design — something refined and current, but still grounded. That balance carried through the identity, messaging, and visual direction.
The Logo
With the strategy in place, I started by sketching brand marks inspired by the mood board and concepts like movement, paths, lines, and the arrival experience. After refining the chosen mark, I paired it with structured, modern typography and created alternate logo versions to give the identity flexibility across signage, uniforms, and digital applications.
Visual Identity
The color palette uses deep, grounded tones to give the brand a more polished and trustworthy feel, while the typography brings in structure and clarity with a more modern edge. Together, they help balance the brand’s sense of foundation with a look that feels more current and elevated.
The line pattern adds another layer to the system, drawing from parking lines, directional paths, and the movement behind the arrival experience. It brings a sense of rhythm and structure to the brand while reinforcing the operational side of the business in a way that still feels clean and refined.
Brand Photography & Videography
We created these brand images to capture the new logo in action for social media and the new website. I led the creative direction for the shoot, coordinating the models, cars, locations, and shot list so the final imagery felt consistent with the new brand.. We wanted to avoid anything that felt too stock-like and instead show the human side of the brand in action. To further highlight the movement and efficiency behind the experience, we also incorporated videography across the website and social media.
videography by colten sikes
The Website
The website was custom built in Showit and designed as a full extension of the brand. Along with the visual direction, I considered website layout strategy and copywriting guidance to help shape a stronger flow through the site, support the brand’s positioning, and communicate services more clearly. Movement was woven throughout to reinforce the forward motion behind the brand, with transitions, video, and layered composition helping the site feel polished and intentional.
Typography also became part of the design language itself, almost acting as its own visual element throughout the site. Paired with the photography and videography, it gave the website more depth and personality while still keeping the experience clear and easy to navigate.
