VisArt Video
Brand & Experience Proposal
VisArt Video is a beloved Charlotte institution and one of the few remaining independent video stores in the country. With over three decades of history, the shop has become more than a rental store—it is a gathering place for film lovers, artists, and the surrounding creative community.
This proposal explored ways to strengthen VisArt’s visual identity and customer experience while preserving the charm and personality that make the space so special. Rather than reimagining the store entirely, the goal was to clarify and elevate what already works—refining visual storytelling, improving navigation, and creating stronger connections between the physical space and the brand’s digital presence.
The resulting concept focuses on thoughtful environmental design, improved visual merchandising, and a cohesive café identity that aligns more closely with the larger VisArt brand.
The Vibe
This direction is rooted in color, energy, and visibility.
These references pull from vibrant retail and café spaces that feel open, playful, and impossible to ignore—places that draw you in before you even step inside. Bright color, clean shapes, and bold contrast create a sense of movement and excitement while still leaving room for personality and charm.
That balance became key to how VisArt’s visual merchandising could evolve: more intentional, more visible, and more alive.
Visual Merchandising & Spatial Experience
A central focus of the proposal was enhancing VisArt’s in-store experience through thoughtful visual merchandising and spatial storytelling. Rather than redesigning the space entirely, the goal was to clarify and elevate the atmosphere that already exists—highlighting the shop’s character while improving navigation, comfort, and visual cohesion.Several areas within the store were explored as opportunities for subtle but impactful improvements.
Together, these updates aim to strengthen VisArt’s identity as a place where film, art, and community intersect—creating an environment that feels immersive, navigable, and unmistakably VisArt.
The Screening Room was envisioned as a warmer, more theatrical environment for film screenings and community gatherings, incorporating layered rugs, rich curtains, vintage seating, and a curated poster wall to reinforce the cinematic atmosphere. These updates help the room feel more intentional and immersive while preserving VisArt’s creative, DIY spirit. The goal was to create a space that feels inviting, memorable, and distinctly tied to the experience of film.
The Writer’s Block, a cozy corner dedicated to reading and creative work, was reimagined as a brighter and more inspiring space through thoughtful décor, improved lighting, and curated objects that celebrate VisArt’s connection to art, literature, and independent film culture. Subtle color moments and layered details help draw light into the space while adding energy and warmth. The result is an environment that feels both inviting and creatively charged—encouraging people to linger, read, and make.
Within the VisArt Café, the proposal focused on refining the customer flow and creating a stronger visual focal point around the counter area. Simple adjustments to signage, color accents, and menu presentation help unify the café with the broader identity of the shop while maintaining its welcoming, eclectic charm. These updates improve clarity and ease of navigation while giving the space a more cohesive and intentional presence. The goal was to create a café experience that feels seamlessly connected to the VisArt world.
Café Branding
A refreshed identity was proposed for the VisArt Café to better connect it with the larger VisArt brand.
The redesigned logo reinterprets the shop’s retro television icon as a stylized coffee mug with rising steam, maintaining the playful 1950s “atomic age” aesthetic while clearly signaling the café experience. This approach strengthens brand recognition and creates a more unified visual language between the shop and café.
Digital Presence
The proposal also explored ways to extend VisArt’s identity into its digital platforms.
Social media and the website were envisioned as a natural extension of the physical space—warm, creative, and community-driven. Recommendations included consistent visual styling, recurring content themes, and improved website navigation to make events, café information, and programming easier to discover.
