Porto Rocha turned Veeps' black-and-white look scarlet, borrowing the red 'live' indicator

Give the live-concert streaming service a bolder identity that shows it as a leader in entertainment.

Make the brand's signature colour the red live indicator, with a music-editorial wordmark and custom type, so the brand feels like the event.

New York agency Porto Rocha built a 'digitally native, motion-driven identity system'. It includes a bespoke wordmark inspired by music editorial, with a simplified 'V' for sign-offs, bright scarlet and deep crimson as signature colours, a custom display typeface called Veeps Ruder Plakat and Saans as supporting type. The product UI gained a live chat module, cinematic dark mode, full-bleed footage moments and translucent components.

The Creative Review piece reports the delivered identity and no audience or business results. It notes Veeps had already streamed performances by artists such as Childish Gambino and Coldplay.

Veeps streams live and on-demand concerts and events. In May 2024 Creative Review covered its new identity by Porto Rocha, commissioned because the company was growing and its earlier, neutral approach no longer suited it.

The scarlet and crimson palette brings energy to a previously black-and-white brand and ties back to the red live indicator. The display typeface, Veeps Ruder Plakat, is adaptable enough for many music genres, so artists' own expression is not drowned out. Because the service offers 4K video and Dolby Atmos sound, Porto Rocha also updated the interface so viewers 'can get closer than ever to the action on the stage'.

A neutral identity gives a concert platform nothing of its own to say next to its headline acts.

Reusing the live indicator's red links the brand to the moment people come for.

A neutral-enough typeface leaves room for each artist's visual style.

Taking the colour from a function users already know, like the red live light, makes the new identity feel inevitable.

The article records only the launch of the identity.