Posted by Courtney Fappiano on August 5th, 2026hasOptimization Rebrands Falconieiri Visuals
We started working with Veronica Falconieri Hays in 2022 when she came to us looking for a new website. We launched a semi-custom WordPress site for her in early 2023 and created a new logo to match. At the time, Veronica was happy with the name Falconieri Visuals, but by early 2026, she had decided it was time for a change.
The Rebrand
Veronica wanted to rebrand because she found that “Falconieri Visuals” created pronunciation and clarity challenges. She also felt the name underrepresented the sophistication of her work and no longer supported the growth she was hoping to achieve. To help guide the process, we brought in Lola VonRoda from Iconic Details to help Veronica land on a clear, credible, brand name that communicates scientific rigor, visual communication expertise, and positions the business as a trusted partner for scientists and biotech teams.
Sounds like a tall order, right? Fortunately, Lola has been working in branding for years, and the journey she leads her clients through to discover their brand is truly impressive. She walked Veronica through the story of how she built her business, what drives her work, and where she sees it going in the future. Together, they explored brand concepts, key themes, ideal clients, competitors, and even the linguistic roots and meanings behind the new options.
They ultimately landed on Vero Science Visuals, a name grounded in biotech, science, and research. Vero Science Visuals doesn’t require much explanation. It clearly communicates what Veronica does without being overly specific, while also leaving room for future growth.
New Domains & Updated Logo
That left us with the task of updating the logo we originally created for her in 2022, purchasing new domains (vero-science.com and verosciencevisuals.com), and making some updates to her existing website.
Veronica generally liked her original logo but knew it needed to evolve to fit her new name. Working with an illustrator made our job easy because she was able to provide hand-drawn examples of elements she liked. Using those as inspiration, we created an updated, more refined version of her previous logo that better reflects the sophistication of her brand.
Taking advantage of the opportunity to refresh the site, Veronica also rewrote the copy for her Services, About, and Process pages. We redesigned the Services and Process pages to include more interactive elements and better organize the content into clear subsections. For the About page, we made a lighter visual refresh before relaunching the entire website on its new domain.
Vero Science Visuals has been in business for 8 years and has changed along the way, so it makes sense it was time for an update. We were grateful that Veronica chose to work with us again and continue to enjoy seeing how the business evolves.
Contact us if you need some brand direction and support, we love to do this work.
