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