Luxe Creative Direction

Stoked to reveal some of the new designs I've been working on as the Creative Director at Luxe. First off, we're ditching the word "valet." From now on, we're just Luxe.

Secondly, we've rebranded. The rebranding has been a 10 month long process. Basically, since right after my first project, creating the new website in just 10 days. Everyday since, I've been working on this new brand, tackling it from every angle. Everything from product UI, logo, valet gear, to the specific hue of blue we rock. Thankfully, I've partnered with some rad friends along the way to help the process. I can't announce them all just yet, but I'm stoked to show off the new logo @Mackey Saturday and I jammed on which officially went live today. Hundreds of logos later, we went with this simple, bold masterpiece. Also stoked to share some of the UI updates I've been working on like the "Meet Your Valet" cards and "Additional Services."

Also, I had the pleasure of working with @Meg Robichaud on the car icons for the map. These little guys are fun -- we match them to your car's actual color.

In other exciting news, we just hired @Gene Ross as our new Art Director. The team here is growing fast and I can't wait to show you guys the other things I've been working on for the past few months with other great friends. It's been a long road being the sole creative here, but a fun one.

Lastly, I want to give a shout out to @Danny Salvatori for creating the old, original Luxe logo. Couldn't of asked for a better mark to get this first ever on-demand valet product started.

Will post a lot more soon.