The Arch – Brand Identity

I was approached and commissioned to rebrand the previously well known ‘Digital club’ along the Brighton seafront. After the takeover of new owners, the meetings that followed were pretty clear – I was to be given the majority of free rein and trust on this project in regards to art-direction. For those of you that know, artwork/poster design in general has been a little passion of mine for some time.
The project consisted of a full Brand Identity which delved into the all other brand related assets in the venue, such as: signage, uniforms, invitations and the on-going artwork design.
The branding itself was to have a ‘timeless’ approach, so it can be a benchmark that other brands will want to collaborate with in the years to come. At the same time it needed to be distinctive in it’s own right – something very simple as breaking the ‘h’ to create the ‘arch’-like form.
The direction for the artwork is straight forward – visually exciting, good looking pieces of design. They boast confidence in the way they don’t really have too much meaning other than it’s a symbol which represents a forward-thinking, cool, trendy nightclub.