VEEPSCopied

Veeps, founded in 2018, streams live and on-demand concerts and events, and is the official livestreaming platform for Live Nation and Ticketmaster shows, with performances from artists such as Childish Gambino and Coldplay. Growing fast, it had an identity that took the neutral approach of many tech brands and no longer fit, Creative Review reported. It hired New York studio Porto Rocha for a digitally native, motion-driven system that would let it show up as a leader in entertainment.

The first focus was a bespoke wordmark that borrows from music editorial design: a bold, all-caps logo with a punch of personality, strong on a title card and simplified to a distinctive V for sign-offs. Colour moved from black and white to bright scarlet and deep crimson, chosen to bring energy and to tie back to the red LIVE indicator.

Typography is the other centrepiece. Porto Rocha drew a custom display face, Veeps Ruder Plakat, with enough personality to be recognisable and enough neutrality to work across genres, so artists' own brands can take the lead. Saans, a precise, utilitarian sans, supports it. The product was updated too: with 4K video and Dolby Atmos sound available for live shows, the team added a live chat module, a cinematic dark mode, full-bleed footage moments and translucent interface components so viewers can get closer to the stage.

Creative Review framed the work as an image revamp to match the company's success.

Tying the palette to the LIVE dot is a neat, functional idea; it makes the brand's colour the thing users look for. The wordmark has attitude without fighting the artists, which is the real brief for a platform whose stars are other people's brands.