Vested: Salon Series
Experiential strategy and creative direction for a relationship-first investor gathering series.
Project Snapshot
Client: BLCK VC
Work: Experiential Strategy, Narrative Architecture, Event Planning, Creative Direction
Deliverables: Series positioning, event narrative, guest journey framework, programming design, visual direction
Role: Brand Strategy • Experiential Creative Direction • Guest Experience Design
The Brief
BLCK VC sought to deepen investor and founder relationships through an intimate, salon-style gathering series.
The goal was to create meaningful connection at a smaller scale, prioritizing depth, trust, and long-term ecosystem alignment.
The experience needed to reflect the organization’s cultural fluency and strategic rigor while maintaining warmth and approachability.
Scope of Work
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Defined what the salon stood for and how it differentiated from traditional industry events.
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Mapped the emotional arc from invitation through follow-up.
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Established tone, atmosphere, and spatial cues that reinforced intimacy and trust.
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Designed conversation-driven formats that prioritized depth over performance.
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Integrated sponsors and ecosystem partners without disrupting the experience.
The Guest Journey
Connection begins well before guests enter the room.
01 — Invitation
A curated guest list, intentional outreach, and clear positioning establish the tone before arrival.
The venue, hospitality, and spatial design create an immediate sense of welcome and alignment.
02 — Arrival
Structured dialogue and thoughtful pacing foster depth, trust, and meaningful exchange.
03 — The Salon
Follow-up touchpoints and facilitated introductions extend the experience beyond the room.
04 — Continuity
05 — Long-Term Impact
Multi-city replication and sustained engagement strengthen investor–founder relationships over time.
Most investor gatherings fall into predictable patterns:
Large-scale conferences
Casual networking mixers
Designing the Third Space
Vested claimed a third space, an intimate salon designed for meaningful dialogue and long-term relationship building. We shifted the emphasis:
From exposure → to trust
From panels → to conversation
From transactional → to relational
From corporate polish → to cultural fluency
Finally, connection by design.
Creative Direction
The visual system was designed to reflect the values of the series: intimacy, cultural fluency, and thoughtful hospitality.
Warm tones, layered textures, and soft lighting shaped an environment that encouraged presence. Table design, floral composition, and spatial layout supported conversation and connection at a human scale. Documentation followed an editorial approach, capturing dialogue and detail with clarity and restraint.
Every element contributed to a shared sense of belonging.
The Outcome
Delivered curated salons across Los Angeles, New York, and Miami
Strengthened investor–founder relationships within the network
Reinforced BLCK VC’s brand as culturally fluent and relationship-driven
Created a repeatable experiential framework that scaled across markets
The Bottom Line
When brand, environment, and programming align, connection turns into sustained trust.
Then, sustained trust becomes ecosystem value.
Want this level of intention in your brand or experience?
I partner with founders, teams, and growing organizations to design positioning systems and brand-led experiences that build sustained trust, both in-house and as a strategic partner.