Viridian House
Where Rest Roots Deep.
Brief
Jordan and Nathalie had a problem that sounds like a gift. Between them: over a decade in arts orgs. $660k+ in grants managed. Hundreds of artists supported. They knew exactly what artists needed because they'd spent years fighting for it inside systems that weren't built to hold that care. So they decided to build something new. Viridian House is an artist consultancy and creative incubator designed to help artists, cultural workers, and institutions re-root their practices in somatic awareness, ecological rhythms, and collective stewardship. The vision was clear. The language was emerging. But visually? They were starting from zero—and they needed a brand that could hold the weight of what they were building.
Solution
We started with a Design Alchemy™ Workshop to get aligned on their brand strategy. We later moved into a smaller-scale brand identity that grew as the work demanded more. The incubation phase took longer than expected. But Denae Co. was with them every step of the way. They needed an initial visual identity for their launch phase in Winter 2026, so we designed a living visual system they could use to create launch collateral, their Kajabi teaching platform, and promote their launch events with ease. With a strong identity from the start, they sold-out their first launch event within a week of promoting.
The name itself came from our Design Alchemy™ process. Viridian is a blue-green pigment used by artists for centuries, revolutionary when it was inveted because it replaced toxic alternatives.
The latin root viridis connects to vigor, growth, flourishing life. A name that feels both ancient and emergent. Rooted yet reaching.
After many iterations, we arrived at a logo reflecting a root system with a subtle geometric magnolia, an Art Nouveau inspired mark meeting a botanical illustration.
It can be viewed on either side to see 2 V shapes, one flowering and one rooted, to reflect incubation or activation expressions within Viridian House’s programming.
