Family origin
The first three letters of the Valena family name anchor the business.
Case study / 17
Premium promotional experience
ValxonThe extra step,
made visible.
A visual identity connecting corporate proposals, promotional products and gifting applications.
- Role
- Brand strategy · Visual identity design
- Scope
- Brand positioning · Logo system · Typography, colour and pattern · Presentation templates · Stationery · Packaging and promotional-object studies · Social formats
01 / The brief
Premium ambition.
No shared visual language.
Valxon began as a family business built around personalised products and fibre laser engraving. The ambition soon expanded: premium promotional objects and tailored gifts for golf courses, followed by corporate, restaurant and hotel clients.
The offer was growing faster than its presentation. Supplier catalogues, product proposals, email and sales decks existed, but the brief identified a central problem: without one visual concept, every proposal felt like a different company.
“Lack of visual concept so every proposal is different.”Valxon creative brief · 28.01.2021
Design highlights
- Logo construction
- An interlocking V/X monogram pairs with a widely spaced wordmark in main, horizontal and mark-only lockups.
- Presentation design
- Dark, light, photographic and pattern-based covers adapt to co-branded proposals while retaining a shared hierarchy and controlled colour pairings.
- Colour and pattern
- Deep teal and near-black establish the base palette. Salmon, red, magenta and cyan provide contrasting pairings alongside a repeatable monogram pattern.
02 / Finding the organising idea
Resolve the name.
Then resolve the form.
Early routes moved between scripts, diamonds, arrows and decorative emblems. They communicated variety, but not a repeatable point of view. The chosen direction returned to what was already distinctive in the name and turned it into a compact piece of brand logic.
The final interlocking mark combines the visual tension of V and X, while the widely spaced wordmark gives it a slower, more considered rhythm. That pairing became the constant across every later application.
03 / Name & position
The promise was already inside the name.
Extra
An extra step in service, detail and customer satisfaction.
Turn on
Products and services designed to stimulate the senses and feel memorable.
A useful object can do more than function. In the right material, wrapping and context, it can improve how a customer experiences—and remembers—a brand.
CorporateGolfHospitality
04 / Identity system
One mark.
Three useful states.
Main, horizontal and mark-only configurations let the identity move between formal documents, presentation covers, compact labels and social avatars without changing its underlying character.
Deep teal and near-black establish the premium base. Salmon, red, magenta and cyan introduce warmth and contrast, creating distinct pairings without turning each format into a separate visual direction.
Deep navyTealSalmonRedMagentaCyan
A signature at one scale.
A visual cadence at another.
05 / Presentation uniform
A system designed to sell the experience.
Sales presentations were a central part of Valxon's client communication. The identity was translated into dark, light, photographic and pattern-led covers, then adapted for co-branded proposals without losing ownership.
The deck could therefore move from Valxon's own introduction to a Black Bridge Golf Resort or Raiffeisenbank proposal while keeping the same hierarchy, colour logic and measured tone.
06 / Business tools
Consistency in the materials used every day.
The same quiet contrast was applied to the practical layer of the business: cards, folders, envelopes, letterhead and A4 proposal documents. Small marks, generous space and controlled pattern keep the system premium without making routine information ornamental.
07 / Product applications
From identifier to object detail.
Because Valxon's offer centred on branded objects, the identity had to survive very different scales and production contexts. Application studies tested the system on apparel, bags, wine labels, stickers and a two-point cloth badge.
The monogram can lead, recede into a pattern or become a functional piece of an object. That range shows the value of a system built from a simple, repeatable geometry rather than a single fixed composition.
Colour pairings / sticker family
One lock-up, tuned to different surfaces and moods.
09 / The outcome
Different formats.
One point of view.
The visible outcome is not one isolated logo application, but continuity across the material Valxon needed to operate and grow: proposals, partner presentations, business stationery, packaging studies, promotional products and social media.
A shared logo system, typographic hierarchy, colour palette and pattern establish consistent presentation across corporate, golf and hospitality communication.
- Credits
- Brand strategy and visual identity by Hazhin Roshanysefat