[{"data":1,"prerenderedAt":135},["ShallowReactive",2],{"brands-valera":3},{"id":4,"title":5,"about":6,"cardPreview":7,"challenge":18,"cover":19,"description":24,"extension":25,"gallery":26,"kv":118,"meta":121,"section":129,"slug":130,"solution":131,"stem":132,"zipUrl":133,"__hash__":134},"project\u002Fprojects\u002Fvalera.md","Valera the era","Valera the era is Valera's personal brand—a DJ, musician, and former professional interviewer for BBC Russia who decided to move from other people's stories to his own creative work. The brand was meant to be a platform for all his future projects—music, performances, media. Instead of an image built around one release or show, he needed a system that could grow with him.",[8,12,14,16],{"src":9,"width":10,"height":11},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-13-preview.webp",480,640,{"src":13,"width":10,"height":11},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-07-preview.webp",{"src":15,"width":10,"height":11},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-17-preview.webp",{"src":17,"width":10,"height":11},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-18-preview.webp","Valera didn't need an image built around one release. He needed a brand that could carry an entire cultural creative project—performances, merch, music, social media. It had to scale across any medium while keeping a recognizable character. To get to the core of it, instead of starting from a ready-made brief, I conducted several deep interviews with Valera myself—not about the project, but about him: his motives and character. Those conversations quickly surfaced two key images—the screen and music. The idea of film, meant to connect them into a material metaphor, didn't come right away. Once it did, everything came together into a single system that absorbed both images and became the foundation of the identity.",{"type":20,"src":21,"width":22,"height":23},"video","\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-cover.mp4",1920,1280,"Valera the era visual identity by Andrey Ubeyvolk—a flexible system built on film, music, and the screen, with a magazine-style brand book.","md",[27,36,41,53,57,61,68,72,76,81,89,93,97,101,109,113],{"type":28,"item":29},"wide",{"type":30,"src":31,"width":32,"height":33,"alt":34,"note":35},"image","\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-01.webp",2160,1440,"Concept mind map branching from Music and Selfhood through Circle, Vinyl, Sticker, and Screen, each node tagged with mood words and small reference photos","Searching for the brand core \u002F main idea",{"type":28,"item":37},{"type":30,"src":38,"width":32,"height":33,"alt":39,"tip":40},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-02.webp","Open brand book spread resting on a lilac mesh chair outdoors, left page headlined \"Between Veil and Center, Rhythm Holds Attention and Language Tests Perception,\" right page \"Context Before Control\" with layered club photography","Brand guidelines,|styled as a fashion magazine",{"type":42,"items":43},"pair",[44,48],{"type":30,"src":45,"width":46,"height":33,"alt":47},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-03.webp",1080,"Brand book texture page titled \"Texture \u002F Noise—Example,\" showing a man's face wrapped in clear plastic film with added grain to mimic scanned print",{"type":20,"src":49,"width":50,"height":46,"player":51,"tip":52},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-04.mp4",810,"bare","Quote banners—|Valera's voice for social",{"type":28,"item":54},{"type":30,"src":55,"width":32,"height":33,"alt":56},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-05.webp","Lavender brand book divider page reading \"Applications, In Use\" inside a thin circle outline with scattered white dots",{"type":28,"item":58},{"type":30,"src":59,"width":32,"height":33,"alt":60},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-06.webp","Black tote bag with the Valera the Era wordmark and circle logo, worn over the shoulder against a green hedge",{"type":42,"items":62},[63,65],{"type":20,"src":64,"width":46,"height":33,"player":51},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-07.mp4",{"type":30,"src":66,"width":46,"height":33,"alt":67},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-08.webp","Mock artist ID page for Valera the Era styled as a backstage credential, listing status, session details, and a barcode on a gray background with lilac dots",{"type":28,"item":69},{"type":30,"src":70,"width":32,"height":33,"alt":71},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-09.webp","Weathered illuminated sign reading \"Valera the Era\" hanging from a parking garage ceiling, the O rendered as the brand's circle mark",{"type":28,"item":73},{"type":30,"src":74,"width":32,"height":33,"alt":75},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-10.webp","Close-up of a marbled gray vinyl record spinning, its center label printed with the Valera the Era wordmark and a small purple gem",{"type":28,"item":77},{"type":30,"src":78,"width":32,"height":33,"alt":79,"note":80},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-11.webp","Three identical cross-shaped invitation posters for \"Val 33\" in sidewalk ad frames, photo grid including a figure in a white papal-style robe, a veiled portrait, and a woman in a satin dress lit by neon","Posters for the party in a church",{"type":42,"items":82},[83,86],{"type":20,"src":84,"width":50,"height":46,"player":51,"note":85},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-12.mp4","Banners made by the client using my templates",{"type":30,"src":87,"width":46,"height":33,"alt":88},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-13.webp","Black gig poster for Valera the Era pasted on a wall, listing an industrial techno and noise wave night at Zona Factory",{"type":28,"item":90},{"type":30,"src":91,"width":32,"height":33,"alt":92},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-14.webp","Brand book manifesto page in low-contrast dark gray type inside a thin circle outline, reading \"The system exists between the personal and the collective\"",{"type":28,"item":94},{"type":30,"src":95,"width":32,"height":33,"alt":96},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-15.webp","Bouquet of flowers wrapped in a frosted polyethylene bag printed with the Valera the Era logo and the lyric \"Tell me I'm wrong, tell me I'm right\"",{"type":28,"item":98},{"type":30,"src":99,"width":32,"height":33,"alt":100},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-16.webp","Black T-shirt back print reading \"What You Bury In Daylight Dances At Night,\" with the O in Daylight replaced by the circle logo mark",{"type":42,"items":102},[103,106],{"type":30,"src":104,"width":46,"height":33,"alt":105},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-17.webp","Brand book pillars page on lavender background with the stacked, motion-blurred words Veil, Center, and Signal numbered one to three",{"type":20,"src":107,"width":50,"height":46,"player":51,"tip":108},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-18.mp4","Outside imagery|still reads as the brand",{"type":28,"item":110},{"type":30,"src":111,"width":32,"height":33,"alt":112},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-19.webp","Black tote bag printed with \"What You Bury In Daylight Dances At Night,\" carried past a corrugated metal wall at night",{"type":28,"item":114},{"type":30,"src":115,"width":32,"height":33,"alt":116,"tip":117},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-20.webp","Flat lay of the Valera the Era sticker system, including artist ID cards, a circular logo sticker, a purple 2026 tour sticker, and a photo insert of a figure wrapped in plastic film","Stickers, a nod|to vinyl packaging",{"src":119,"width":120,"height":120},"\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-kv.webp",206,{"body":122},{"type":123,"value":124,"toc":125},"minimark",[],{"title":126,"searchDepth":127,"depth":127,"links":128},"",2,[],"brands","valera","We didn't build the identity around ready-made graphics. Instead, we built it on the meanings found in deep interviews with Valera. From there came two key images, music and the screen, which formed three pillars: Veil—distance and concealment that invites you closer; Center—the circle, the vinyl, focus and community; Signal—text as the main carrier of meaning. These pillars grew into a flexible system: modular typography, polyethylene as a material metaphor, scan-effect textures, progressive blur, a sticker system, and adaptable photo content. The brand book itself was designed as a fashion magazine—a format that matches Valera's own vibe—so the guidelines read like an editorial, not a manual. The system turned out so clear that for his own birthday, Valera assembled the banners and laid out the posts himself, using our templates, without a designer. The result is a brand that doesn't dictate form. It holds meaning. Recognizable in any season, intuitive to its own author, and endlessly flexible in the details.","projects\u002Fvalera","\u002Fassets\u002Fbrands\u002Fvalera\u002Fvalera-project-images.zip","2XdlItKsxdYS6KDI9YJJKSbWNh85OXWi4fou7kuKqVk",1792688396718]