Directed by Elara Voss
2019 · Pre-Rebrand
A legacy brand invisible to the audience it was built for.
2020 · Transformed
The same storefront. Entirely different gravity.
Brand
transformation
as craft.
Available
Q3 2026
2 slots remaining
Based In
New York, NY
Vesper
Brief
A beloved neighborhood spot outgrowing its own visual language.
Client Brief
“We wanted to feel like we belonged on the block we helped build.”
— Vesper leadership team
Constraint
Retain existing customer warmth while attracting a new urban professional audience. Budget: $18k. Timeline: 8 weeks.
3×
Private event bookings
Process
Direction 01 — Rejected
Palette Study
Type Exploration
Result
A refined identity that tripled private event bookings within 90 days.
Years directing
Since 2004
Brand systems built
Across 12 industries
Client revenue impacted
Measured outcomes
Industry awards
D&AD · Cannes · AIGA
Ollo
Brief
A DTC wellness brand needing to stand out in a saturated category.
Client Brief
“Every competitor looks the same. We need to be the one they remember.”
— Ollo leadership team
Constraint
No photography budget — system must work entirely in illustration and type. Launch in 12 weeks across 4 SKUs.
40k
Units sold in 72 hours
Process
Illustration Directions
Packaging Studies
System Validation
Result
Sold out first production run of 40,000 units within 72 hours of launch.
Three transformations.
Every detail, documented.
Full process photography, client briefs, rejected directions, and results data — curated into a single PDF built for decision-makers.
3 Full Case Studies
Process Photography
Results & Metrics
Meridian Health
Brief
A regional healthcare network acquiring three new facilities and losing its identity in the process.
Client Brief
“Patients should feel the same trust in Raleigh as they do in Charlotte.”
— Meridian Health leadership team
Constraint
Must work across 6 facilities, 400+ staff uniforms, 3 digital platforms, and a 14-state compliance framework. 18-month rollout.
+22pt
Patient satisfaction YoY
Process
Brand Audit
System Architecture
Environmental Testing
Result
Unified identity system adopted across all facilities. Patient satisfaction scores rose 22 points in the first year.
Twenty years.
One obsession.
Elara Voss
I build visual languages for brands at inflection points — the restaurant that outgrew its identity, the startup that needs to look like the company it's becoming, the legacy brand that forgot what made it remarkable.
Based in New York. Available for engagements globally.
Philosophy
“The brief is a constraint. Constraints are where craft begins.”
Research before aesthetics
Process as product
Invisible craft, visible impact
Recognition
D&AD Yellow Pencil, 2022
Cannes Lions Silver, Brand Identity, 2021
Fast Company Innovation by Design, 2020
AIGA 50 Books 50 Covers, 2019
Selected Clients
Let's Talk Scope
Tell me about your project