From elegance in experience to elegance in identity
At the beginning of 2025, The President – a high-end event venue located on the shore of Lake Tei in Bucharest – approached Escmap Development with a clear objective: to build a full branding system that reflects its luxurious ambiance, premium services, and emotional depth.
Known as a destination for weddings, baptisms, business galas, and exclusive celebrations, the venue needed a brand that would elevate perception and ensure consistency across all formats — from physical materials to digital platforms.
In less than 6 weeks, we delivered a complete, ready-to-use brand system: refined, flexible, and unforgettable — just like the events they host.
🧱 Foundation – Strategy and Voice
We started by defining the brand’s emotional core. The President is more than a space — it’s the setting for life’s most important moments. Through positioning exercises, interviews, and mood mapping, we shaped the brand voice to be elegant, warm, and confident.
We developed two official taglines:
- “Fiecare moment, o poveste de neuitat.”
- “Momente care durează o viață, pentru începuturi memorabile.”
These statements set the tone for all visual and verbal expressions moving forward.
🎨 Visual Identity System
The President’s visual identity centers around a classic, serif logotype that speaks to tradition and prestige. The logo was designed in both color and monochrome, allowing elegant implementation across black-tie and minimal-use cases.
The color palette evokes timeless sophistication:
- Aztec Gold #C19654 – luxury and warmth
- Sand Storm #DDCC4D – softness and light
- Black #000000 – strength and contrast
- White #FFFFFF – clarity and elegance
Typography was carefully selected to match the brand tone:
- Courteous – primary font for titles and high-end visuals
- Montserrat & Roboto – secondary fonts for digital clarity and versatility
📦 Brand System & Usage
All branding rules and components were documented in a structured, 20+ page brandbook. This included logo construction guides, safe zones, misuse examples, icon system and style direction. The brand system was built to serve both digital and print needs, with ready-to-use exports and asset templates.
Deliverables included:
- Logo suite (color, mono, mobile)
- Business cards
- Branded stationery
- Social media banners
- Email signature
- Wrapping paper & merchandise
Icon set and illustration direction