Verso Projects
The central nervous system for the art world.
Verso Projects
The central nervous system for the art world.
Verso Projects operates as the central nervous system for the art world, connecting collectors, artists, institutions, and art enthusiasts across the cultural landscape. Working beyond the traditional art acquisition model, Verso provides the strategy and behind-the-scenes support that brings everything from private acquisitions to bespoke museum travel to life. Holiday partnered with Verso Projects to translate their fresh perspective into a full brand identity, web design, and supporting collateral. Inspired by the glamor of the 1960s, we introduced a vibrant and expressive color palette, paired with refined typography and handwritten gestures. Striking a balance between warmth and authority, Verso Projects offers an approachable entrance into an otherwise complex cultural landscape.
Year
2026
Involvement
Print Collateral
Industry
Art
Named after the verso, the reverse side of a canvas, the logo reflects the shape created between the wooden supports. The vibrant color palette was inspired by the 1960s French Riviera, an era where art, fashion, and travel culture intertwined — a natural reference point for Verso’s own multi-disciplinary approach to the art world.
Bosch refrigerator manual, 1963
Greetings from L.A.: A Novel, Allen Ruppersberg, 1972. Courtesy of The Getty Research Institute
Set of Herman Miller catalogs, c. 1960s
Our references took us to back to the mid-century, particularly looking to metropolitan cities with a focus on Los Angeles. As a LA-native, Kelly Connors, Verso Projects’ founder, has deep roots in the city where she’s built her career. We looked to old advertisements and mid-century ephemera, pulling the bold palettes, typography, and compositions that felt like a natural fit.
To reflect the humanity of their work, we referenced artist signatures, notes, and book covers to create the handwritten mark.
Our references took us to back to the mid-century, particularly looking to metropolitan cities with a focus on Los Angeles. As a LA-native, Kelly Connors, Verso Projects’ founder, has deep roots in the city where she’s built her career. We looked to old advertisements and mid-century ephemera, pulling the bold palettes, typography, and compositions that felt like a natural fit.
To reflect the humanity of their work, we referenced artist signatures, notes, and book covers to create the handwritten mark.
Bosch refrigerator manual, 1963
Greetings from L.A.: A Novel, Allen Ruppersberg, 1972. Courtesy of The Getty Research Institute
Set of Herman Miller catalogs, c. 1960s
Hover for reference source
“Holiday helped me build my website and entire brand identity from the ground up. They walked through every detail with me, from typeface and color palette to copy and translating my identity to social media. They were on the same wavelength as me throughout the entire process, knowing exactly how to pivot and what direction to go in. They were the best teammates I could have asked for while launching my art consulting business. The finished product is sophisticated, chic, and elegant, and something I’m incredibly proud of thanks to them.”
Kelly Connors
Founder, Verso Projects
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